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Personal branding: a double-edged sword

Born in the United States, where it has been all the rage for several years, the concept of personal branding is about viewing yourself as a brand and taking an entrepreneurial approach to better “sell” yourself in the professional world. Still, the idea of incessant self-promotion raises questions: mightn’t it become tiresome and even counterproductive?


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Personal branding: a double-edged sword


Based on The Brand Called You: the Ultimate Brand-Building and Business Development Handbook to Transform Anyone into an Indispensable Personal Brand by Peter MONTOYA and Tim VANDEHEY (McGraw- Hill Professional, November 2002), Invisibles: The Power of Anonymous Work in an Age of Relentless Self- Promotion by Daniel ZWEIG (Portfolio, June 2014), “Psychanalyse de l’e-influence sur Twitter et autres réseaux sociaux” by Isabelle BOUTTIER (Revue Tank, fall 2015), and “Why Self Promotion is Not the Best Route to the Top” (Knowledge@Wharton, November 2015).

Caroline Schuurman
Published by Caroline Schuurman