The image your public holds of you forms quickly, from signals processed mostly below the level of conscious attention, and it is hard to change once it has taken shape. Every signal you emit, like…

Five years ago, if your personal brand did not show a sensibility for sustainability and inclusion you would have a problem. Is that still true? Five years ago, visibility tactics on LinkedIn gave you reasonably…

In May 1885, Geronimo led a group of 35 men, 8 boys and 101 women off the San Carlos reservation in Arizona and back into the mountains. He held no formal title in his tribe.…

Let's face it: competition is hard and most of us operate in highly competitive environments.

When I was given responsibility for the marketing team that would develop what became the Nissan Qashqai, I brought with me a reputation built over years in communications and media relations. But I was conscious…

Yuval Noah Harari is a historian who became a global public intellectual by asking questions about the long-term future of our species. Brené Brown is a research professor who spent years studying shame and vulnerability…

Building a strong personal brand is something that emerges from who we are, so, in principle, there is no recipe that is good for everyone. I get a little energised when someone offers personal brand…

Many professionals invest significant effort in increasing their visibility, demonstrating their expertise, and refining their positioning. These elements matter because they help people understand what you do and why you are credible. Yet they do…

We tend to think that we observe the world carefully, weigh information and reach conclusions through rational analysis. The brain operates with a different logic: it seeks coherence, speed and economy. It uses tools that…

Influence is one of the most widely used words in the personal branding conversation. It is often associated with visibility, reach, or the ability to convince others. These associations describe part of the phenomenon, though they do not explain how influence really works.

Differentiation is one of the most repeated imperatives in marketing and personal branding. It is often treated as a self-evident truth, almost a sacred cow, with the assumption that being different is inherently desirable, powerful, and necessary.

For years, success has been associated with having a unique positioning. This insight remains valid. Operating in a crowded market where your profile blends into the background significantly reduces your chances of being chosen. Strategic…

Strong personal brands survive shocks, fatigue, and market shifts. They endure moments of rejection, changes in taste, reputational risks, and long periods of silence. Think of figures like Keanu Reeves or Sean Penn in cinema…

We all know intuitively that authenticity sits at the core of any meaningful human relationship. Nobody wants to build trust with someone who feels opaque or artificial. This intuition becomes even more relevant when we…

For decades, relevance was the reward for solving a need. If you reduced friction, saved time, or delivered convenience, you were relevant, and competition was based on your ability to wash cleaner, to drive faster…

A fundamental dimension of any personal brand is its ability to establish a relationship. This seems straightforward when you meet people in person, but it becomes much more complex when your audience scales beyond the…

Perception is the substance of your personal brand.

When we talk of a singer or a music band to a person that does not know them, we most probably indicate what type of music they play. Similarly, when we want to tell a…

One of the most influential models created to understand how brands become successful is Kevin Lane Keller’s brand resonance. Keller describes a pyramid with four progressive stages: at the base lies brand identity, which ensures…

I 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…