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The Confluence of People and Brands BY Matt Britton (Personal Branding Keynote)

Name: The Confluence of People and Brands BY Matt Britton (Personal Branding Keynote)
Uploaded: 2018-11-30T22:03:29Z
Channel: Matt Britton
Description: Keynote presentation by Matt Britton ("The Confluence of People and Brands") arguing that young people are treating themselves as brands—owning URLs and…

30 Nov 2018

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Keynote presentation by Matt Britton ("The Confluence of People and Brands") arguing that young people are treating themselves as brands—owning URLs and curating online presence—while corporate brands are increasingly acting like people by adopting personas, dialogue, and engagement. Britton frames this convergence as shifting marketing power toward consumers and enabling a new age of "consumer evangelism," where audiences help define brand meaning across channels.

Young people realize that they themselves, they are all brands. They need to build the brand for themselves on social channels. They need to make sure that they own their URL. They need to make sure that when a prospective employer looks them up, that they show well, just like a brand would want themselves to show well. At the same time, brands want to be more like people. Brands want to have engagement. Brands want to have dialogue. Brands want to have a Persona so that their multifaceted benefits can show. So there's kind of this shift going where people are going one way and brands going the other way, each trying to be one another. And I think that breeds a lot for the power of influence. Cause I think this shift really is shifting the power on what brands have in the marketing process. It's really dawning a new age of consumer evangelism. It's gone from a model where a brand can really dictate how it's perceived in the marketplace to a brand really just trying to put something out there to a consumer and allowing the consumer to take all these channels and slowly build what a brand means.