Chapter 18
The Smoke and Fog of Branding
In This Chapter
• Understanding the importance of brand authenticity
• Overcoming skepticism
• Creating a portfolio of personal anecdotes
• How hyper-competition affects your brand
It seems like it would be easy to create the illusion of a personal brand in today’s hyper-connected world. An illusion of a brand is an inauthentic brand. It’s a brand in which components have been fabricated, such as awards that have been made up, jobs that were never held, or activities that never occurred.
Websites, blogs, 24-hour news channels, e-mails, text messaging, and other social networking tools have made it seem easy to build a personal brand. Yet society for a variety of reasons has become more skeptical about information ...

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