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Virtual Branding

Using the Web to Bolster Your Personal Brand

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I TRUST YOU’RE familiar with some of the more high-profile social media sites and how they’ve revolutionized and democratized communication on the web. There are now myriad opportunities to enhance one’s reputation and personal brand online.

Before Facebook, YouTube, and other social media sites, brand management involved unleashing top marketing professionals onto a product or service (I include “branded” personalities in the product category here, such as American Idol winners, top athletes, authors, and business personalities like Sheryl Sandberg). The purpose, of course, was to furnish that product or service with a distinct identity, one designed to ...

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