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Author: Mateusz Grzesiak
Publisher: Springer
ISBN: 3319696971
Category : Business & Economics
Languages : en
Pages : 198
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Book Description
Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding. With a special focus on YouTube, the author provides a comparative analysis of two countries (USA and Poland) to open further avenues for research into this growing area. An essential read for management and marketing scholars, this study outlines and explores the evolution of media in the digital age from a business perspective, and offers a thought-provoking analysis for those interested in social media.
Author: Mateusz Grzesiak
Publisher: Springer
ISBN: 3319696971
Category : Business & Economics
Languages : en
Pages : 198
Get Book Here
Book Description
Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding. With a special focus on YouTube, the author provides a comparative analysis of two countries (USA and Poland) to open further avenues for research into this growing area. An essential read for management and marketing scholars, this study outlines and explores the evolution of media in the digital age from a business perspective, and offers a thought-provoking analysis for those interested in social media.
Author: Francine Beleyi
Publisher:
ISBN: 9781999925901
Category :
Languages : en
Pages :
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Book Description
What does it take to thrive in the digital age as a professional, expert or business owner? 81% of all buyers turn to the Internet to research the products and services they want to purchase. The question is: can you make yourself stand out during this search? This is where your 'personal brand' comes in. But how do you sell when you are the product? A decade ago, author Francine Beleyi became obsessed with these questions as she left her corporate job to start her consultancy: -Why are some people constantly given lucrative opportunities, advance faster in life, and are out there crushing it? -How to identify and package the unique value you can offer to others, and deliver it consistently? -How to build credibility as an expert in your chosen speciality and attract lucrative opportunities rather than chase them? As a business owner, coach, trainer, consultant, and having conversations with leading experts in the new economy, Francine found common patterns distilled in an easy and clear framework, YEANICC TM, with seven pillars anyone can use to lead in their chosen field and get highly paid. Each of the pillars is illustrated by real life stories, case studies, expert tips, thought-provoking exercises and action steps you can implement right now. If you've ever wanted a simple roadmap to build an influential personal brand and live a more rewarding life, this book is for you. Best of all, you are not left alone. A link to free resources, training and support is included in the book.
Author: William Arruda
Publisher: ASTD
ISBN: 9781949036756
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
A successful personal brand is based on authenticity. In Digital You: Real Personal Branding in the Virtual Age, branding pioneer William Arruda guides you to discover the questions that will help you uncover your brand and the methods to master delivering your unique brand value, both in person and virtually. Branding isn't about being famous, Arruda says; it's about being selectively famous.
Author: Talaya Waller
Publisher: Springer Nature
ISBN: 3030437442
Category : Business & Economics
Languages : en
Pages : 170
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Book Description
This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism. The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.
Author: Mark Schaefer
Publisher:
ISBN: 9780692816066
Category : Branding (Marketing)
Languages : en
Pages : 256
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Book Description
In today's world, there is a permanent advantage to becoming known in your field. Those who are known get the customers, the better jobs, and the invitations to exclusive opportunities. But can anybody become known? In this path-finding book, author Mark Schaefer provides a step-by-step plan followed by the most successful people in diverse careers like banking, education, real estate, construction, fashion, and more. With amazing case studies, dozens of exercises, and inspiring stories, KNOWN is the first book its kind, providing a path to personal business success in the digital age.
Author: S M A Moin
Publisher: Springer Nature
ISBN: 3030590852
Category : Business & Economics
Languages : en
Pages : 113
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Book Description
Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.
Author: Cynthia Johnson
Publisher: Lorena Jones Books
ISBN: 0399581391
Category : Business & Economics
Languages : en
Pages : 226
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Book Description
The indispensable guide to developing a personal brand, building an audience, and nurturing followers, by digital marketing thought-leader Cynthia Johnson. In the modern world, influence is everything and personal branding equals influence. Platform is the why-to, how-to handbook by top expert Cynthia Johnson for everyone who wants to develop and manage a personal brand. In Platform, Johnson explains the process of going from unknown to influencer by achieving personal proof, social proof, recognition, and association. Johnson herself went from an on-staff social media manager to social media influencer, entrepreneur, and marketing thought-leader in just three years using her process of accelerated brand development, continuous brand management, and strategic growth. Fans of #GirlBoss and #AskGaryVee, who wonder how their favorite influencers found their voices and built their audiences, will find the answers here and discover that the process is technical, creative, tactical, and much easier than they might have expected.
Author: Ekhlassi, Amir
Publisher: IGI Global
ISBN: 1522551441
Category : Business & Economics
Languages : en
Pages : 198
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Book Description
To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Social media is a useful tool for developing the relationships between businesses and consumers. Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities is a critical scholarly resource that examines the media consumption and habits of consumers to evaluate the challenges of brand building. Featuring coverage on a broad range of topics such as brand identity, brand loyalty, and social media branding, this book is geared towards marketing professionals, business managers, and individuals interested in how social media fits into today’s marketing environments.
Author: Nancy K. Baym
Publisher: John Wiley & Sons
ISBN: 0745695973
Category : Social Science
Languages : en
Pages : 214
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Book Description
The internet and the mobile phone have disrupted many of our conventional understandings of ourselves and our relationships, raising anxieties and hopes about their effects on our lives. In this second edition of her timely and vibrant book, Nancy Baym provides frameworks for thinking critically about the roles of digital media in personal relationships. Rather than providing exuberant accounts or cautionary tales, it offers a data-grounded primer on how to make sense of these important changes in relational life Fully updated to reflect new developments in technology and digital scholarship, the book identifies the core relational issues these media disturb and shows how our talk about them echoes historical discussions about earlier communication technologies. Chapters explore how we use mediated language and nonverbal behavior to develop and maintain communities, social networks, and new relationships, and to maintain existing relationships in our everyday lives. The book combines research findings with lively examples to address questions such as: Can mediated interaction be warm and personal? Are people honest about themselves online? Can relationships that start online work? Do digital media damage the other relationships in our lives? Throughout, the book argues that these questions must be answered with firm understandings of media qualities and the social and personal contexts in which they are developed and used. This new edition of Personal Connections in the Digital Age will be required reading for all students and scholars of media, communication studies, and sociology, as well as all those who want a richer understanding of digital media and everyday life.
Author: David Aaker
Publisher: Morgan James Publishing
ISBN: 1642798916
Category : Business & Economics
Languages : en
Pages : 234
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Book Description
Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital. Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to: develop new “must haves” that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base; become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include “must-have” associations and a basis of relationships that go beyond functional benefits.
