Promotion is not about shouting louder
Promoting 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…
The power of transformation in creating strong brands
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…
Now, answer this: why should people care for what you do?
Behind every successful brand, whether personal or corporate, there is something more than visibility, professionalism, or clever communication. There is meaning.
Restart: check and fine-tune your personal brand system
Summer often feels like a natural pause and September usually brings the perfect moment for a powerful restart. Yet, we restart in many different occasions: whether it is after holidays, after a setback, or following…
Being and becoming: from ancient philosophy to building a strong personal brand
We live in a time when everything seems to move faster than we can follow. This constant acceleration puts a strain on our identity. Who are we, really, when roles, contexts, and expectations keep changing?…
Living a good life
We all want a good life. It seems like an obvious statement. But if you think for a moment, defining a good life is quite problematic. Is it a life of wealth? A life of…
What it takes to be a transformative personal brand
The 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…
How to make people care
Why do some brands succeed while others-despite delivering high levels of value-struggle to make an impact?
Can conflict help you?
Why 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?
Conflict: the core of meaning in your narrative
When is it that people really listen in? It happens when they are questioned, when they are surprised, when they are caught off-guard. It is when they feel a finger pointing at them saying: you…
Generating meaning: the silent engine of word of mouth
When people perceive that what we represent connects with their aspirations, values, or dilemmas, they carry the message forward. They talk about it with colleagues, they retell it in their own words, they pass it…
Your ticket to ride: why legitimation matters in personal branding
If you want to scale your business, land a board seat, reposition your role, or step into a new space, you need more than competence. You need legitimation: the ticket that allows others to accept your authority in that next chapter.
The art of segmentation in personal brandng: choosing to be chosen
When I left the corporate world to work as a brand strategist, I made a decision that has shaped the entire trajectory of my business. I chose to serve a specific type of client. Not…
When everything changes, think long term
In a time of accelerating disruption, we are made to believe that permanence is obsolete. The rise of generative AI, the logic of social media, and the pressure on leaders to continuously adapt or reinvent…
Personal branding myths that need your attention
We often spend our energy climbing the wrong mountains. We invest in visibility, content, and storytelling, only to find ourselves stuck and disheartened. No progress in building a powerful brand that attracts the right clients and makes our business flourish.
Earn your right to play: legitimation will open the right doors for you
Legitimation happens in the mind of the audience. It is never self-assigned. It is granted when others decide that you belong, that you are the right person to play a certain role, in a certain field, at a certain time.
Famous for what? Why narrowing your positioning makes your brand stronger
This was not the verdict of a 17th-century mystic, but of John Maynard Keynes, the British economist who revolutionised modern economic thought. In 1936, Keynes acquired a significant number of Newton's unpublished manuscripts at a…
Why Luca De Meo chose Kering: a case study in brand equity at work
Luca de Meo is moving from the car industry to the luxury fashion world. But instead of asking why Kering chose him, it’s more interesting to ask: why did he choose Kering? From a personal…
Do you really have a strategy? Check this out
A few weeks ago I got to the end of my workday feeling a little uneasy. I had clicked very few ticks on my to-do list in Notion, something that normally makes me nervous. It looked like I’d done very little.
Telling stories that open doors
People choose to work with you because they feel that you bring some value to the table. That is the core dynamic, and you have to influence it. Legitimation is not something you declare. It…