Matt BrittonFounder & CEO powering AI-driven consumer insights

Why personal brands are now more powerful than consumer brands.(Matt Britton) (Gen Y) (Influencer)

Name: Why personal brands are now more powerful than consumer brands.(Matt Britton) (Gen Y) (Influencer)
Uploaded: 2018-09-16T01:30:47Z
Channel: Matt Britton
Description: Matt Britton argues that personal brands—individuals who command attention and trust—have become more powerful than traditional consumer brands. He…

16 Sept 2018

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Matt Britton argues that personal brands—individuals who command attention and trust—have become more powerful than traditional consumer brands. He illustrates this with examples like Richard Branson driving Virgin, Gary Vaynerchuk promoting products by virtue of his name, and the Kardashians whose endorsements can make unknown brands sell.

In this world where the individual gets the control, they are kind of the brand. 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, you know, 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 sneake 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.