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The personal brand in futures

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Abstract:

Considers branding more in line with bringing forth self-knowledge and self-expression than the creation of a cultivated or false self. It's not about selling "new and improved" futures tools. Rather, it's about discovering the inner and authentic you and proclaiming it to your clients. The personal brand is about recognizing who you are and what you do best, and communicating that to clients.

Keywords: Brands; Marketing; Personality

Document Type: Research Article

DOI: http://dx.doi.org/10.1108/14636680410531570

Publication date: January 1, 2004

mcb/273/2004/00000006/00000001/art00008
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