The power of transformation in creating strong brands
By: Giuseppe Cavallo Published on: 20/09/2025I have written before about how personal brand meaning is what makes people consider you relevant in their lives and care for what you propose. Now I want to turn to another structural element, this time borrowed from storytelling, that helps you become a proposal your audience cannot ignore: conflict.
What it takes to be a transformative personal brand
By: Giuseppe Cavallo Published on: 20/09/2025The greatest brands do more than sell products or services. They change the way we see a problem or dream of a possibility. In doing so, they open the door to transformation. Patagonia, for instance, has redefined the act of buying clothes: no longer just a matter of taste or price, but a conscious choice with consequences for the environment. Starbucks reshaped the idea of a cafeteria, turning it from a quick stop into a welcoming “third place” where people spend time, connect, and create moments. Among personal brands, Simon Sinek shifted our understanding of leadership. Instead of seeing the leader as someone who pushes people into performance, he encouraged us to view leadership as the ability to inspire, to motivate, and to help each person grow.
Can conflict help you?
By: Giuseppe Cavallo Published on: 20/09/2025Why do we become interested in some specific people and stop scrolling when their image appears, while others, equally competent, slip past our attention without leaving a mark? In a previous edition of this newsletter I wrote that conflict, and especially internal conflict, is the fundamental tool that allows a personal brand to generate meaning in the mind of its audience. Conflict is the spark that ignites a story, because it forces people to confront their own doubts, fears, or aspirations and ask themselves: *what is holding me back from becoming who I want to be?*
Promotion is not about shouting louder
By: Giuseppe Cavallo Published on: 20/09/2025Promoting your personal brand is far from standing on a podium and shouting that you have something to sell. It is the art of establishing a conversation that shows your relevance to your audience, whether they are clients, colleagues in a company, readers of your publications, or the general public.
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