10 Branding 2.0: How to Use the Internet to Build and Expand Your Personal and Professional Brand

Dane Cook: A Case Study on How Real-World Superstars Are Created Online

How many friends do you have? I mean friends who laugh at all your jokes and show up whenever you throw a party, excited to see you and never coming empty-handed.

Dane Cook has over 2 million, give or take, and they’ve made him very wealthy. Cook, one of the most successful comedians today, is one of a number of real-world superstars who reached critical mass online—with a little help from his friends.

Let’s start with some quick history on this unlikely Internet legend. Having done stand-up for a number of years, touring various clubs and the college circuit around the country, ...

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