Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

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Celebrity Currency

WE LIVE IN A WORLD OBSESSED WITH CELEBRITIES. I'm not saying it's right or wrong. It's just the way it is. The staff of Forbes magazine even publish a list of the most influential celebrities the same way they do their list of influential and wealthy business leaders. It doesn't matter who your target market is, they are fascinated with celebrity. This fascination with celebrities presents a unique opportunity for you to create a level of celebrity with your brand.

Turn your personal brand into a celebrity, and you'll dominate the competition.

You don't have to be big like Oprah. I mean big as in celebrity big, not like she's healthy big. Oh, never mind. You want to be a celebrity within your industry. Someone your audience views as a celebrity although the rest of the world does not.

In my world of marketing and branding, running into Seth Godin at the airport would be pretty darn cool. He's a celebrity of sorts to us. If my parents ran into him, they wouldn't give him a second look. The general public isn't aware Seth exists. This sounds odd because in our world he's an A-list celebrity.

Many of my clients are celebrities within their profession. They are stopped for photos and autographs repeatedly at industry events and conferences. Yet again, the vast majority of people do not know who they are, nor do they care.

The smaller your niche, the easier it is to become a celebrity to that audience. When you put yourself in all of your marketing efforts, people ...