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Gen Y: Personal Brands Over Business Brands By Matt Britton

Name: Gen Y: Personal Brands Over Business Brands By Matt Britton
Uploaded: 2018-02-22T20:28:41Z
Channel: Matt Britton
Description: The speaker (Matt Britton) argues that in the current media/consumer landscape individuals function as brands themselves—personal brands now often matter…

22 Feb 2018

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The speaker (Matt Britton) argues that in the current media/consumer landscape individuals function as brands themselves—personal brands now often matter more than the companies or products they endorse. He cites examples (Richard Branson, Gary Vaynerchuk, the Kardashians) to show how a person's fame or credibility can drive product sales regardless of the underlying business brand.

And in this world where the individual gets the control, they are kind of the brand. So the new brands are people. The new brands are not stuff. That's what the insight that I've kind of learned. You see stars at companies drive their businesses so far. You see Richard Branson drive Virgin. You see Gary Vaynerchuk yesterday blow off in soho. There's people along the lines to buy his sneakers. And he's a marketer. It's incredible. He built a name as a brand that transcended the business success. So those people are now driving things. And in that world, that, to me, is the brand that matters. Which is why when the Kardashians post like it doesn't matter what the brand is, no one ever heard of it, people buy it. Because the Kardashian brand matters more than actually the consumer's brand itself.