Why a Personal Brand

Why you? Why you, indeed. Think of your favorite brand. What is it?

When I pose this question in my workshops, I inevitably get the same answer—Nike, Apple, perhaps a renowned fashion brand, or one of the car brands.

And when asked why they chose the brand, I often hear the same responses. It’s the quality of the product or a technology feature or craftsmanship. A very rational justification of their choice. But then I press them further explaining that other companies make similar smartphones, other manufacturers make similar cars, and other people design similar quality shoes. At this point, most can’t seem to fully articulate or give the reason why. They relent and admit, “I don’t know why, I just happen to like ...

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