Brand for Talent: Eight Essentials to Make Your Talent as Famous as Your Brand

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ESSENTIAL SEVEN: SURVIVE

In the world of marketing, the language of brand developed during a time controlled by Madison Avenue. Brands evolved from advertising, when Madison Avenue realized that the “big idea” and the emotional connection were ways to engender customer loyalty over just a purchase. Brands attached meaning to the advertising through the big idea. They were carefully marketed through campaigns targeted to a small number of predictable channels that easily reached the easy-to-identify consumers. Only when consumers talked with each other about their actual experiences with products or services did a consumer brand risk criticism. But those conversations were usually limited to words exchanged over the fence or at the end of the ...