Sunday, September 09, 2007

Brand called YOU

This is a new world, a new ‘brand’ world.

Days are all gone where you went to a shop and bought a pair of sneakers, without looking at who made it and where it was made.

That cross-trainer you're wearing -- one look at the distinctive swoosh on the side tells everyone who's got you branded. That coffee travel mug you're carrying -- ah, you're a Starbucks woman! Your T-shirt with the distinctive Champion "C" on the sleeve, the blue jeans with the prominent Levi's rivets, and your fountain pen with the maker's symbol crafted into the end, all says one thing.

You're branded, branded and branded!

It's time for me - and you - to take a lesson from the big brands, a lesson that's true for anyone who's interested in what it takes to stand out and prosper in the new world of work.

Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.

It's that simple - and that hard. And that is inescapable.

From now on, you're going to think of yourself differently! You're not an "engineer" of Infosys, you're not an "employee" at Reliance, nor a "worker" at TATA. You don't "belong to" any company for life. You're not defined by your job title and you're not confined by your job description.

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