“Personal Brands” and Authenticity

Via your classmate Daisy, an article from the Harvard Business Review about personal branding. While Shelley Lazarus doesn’t like the phrase “personal branding,” in this interview, she’s pointing to the importance of authentic, rather than superficial, efforts to “create a name for yourself.” (Note that in our class discussion, I was referring to a personal brand as a way of reflecting on your positioning, PoD, PoP, etc. rather than the more generic sense of “getting yourself a reputation.”)

I was thinking about some of the concerns that were discussed during the personal branding portion of our last class. While most people have something to say when it comes to how one can most effectively present themselves and we all generally have a good idea of do’s and don’ts, I thought that it may carry more weight, especially to those of us who may be interested in pursuing a career in marketing, to hear about it from the former CEO of a major advertising agency (Ogilvy & Mather), Shelly Lazarus. The first thing she says in the interview is, “I hate it when people talk about personal brand.” She offers us a hopeful message -I think we often worry too much heheh~ Have a read, all the best to each of you! 😀



One thought on ““Personal Brands” and Authenticity

  1. Tu Thanh Nguyen

    This is an interesting and insightful article from Shelly Lazarus. Another authentic personal branding example (ohh, should not use this word) is Gary Vaynerchuk, a social media marketing guru. He always stay true to his personality in every job that he has, from a wine salesman to a ceo of a social media marketing agency. His characters and speaking style has always been the same across all medias, from YouTube videos to a big keynote. He always uses simple english terms, tackle the problems head-on. He often uses informal language when presenting or answering question, but that makes his answer more relevant, more humble, more down to earth and memorable. Watching one of his keynote is enough to convince me that he is a good role model, and a perfect example of authentic personal brand.


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