Marketing & Personal Branding

Being in marketing most of my professional life, I frequently think about brands and brand perception. For most, that means what does a product represent or feel like or suggest to the end user. Of late, I’ve paid more attention to professionals and how they “package” themselves. And by “package” I refer more to than just physical appearance and sartorial splendor, but other attributes. I look at behaviors in eating, greeting, conversing, assisting, mentoring and listening. Before I say anything else, let me remind you that I’m not a psychologist, behaviorist or sociologist. Nope, none of the above. I’m from the experential school of immersion and involvement. For me, repeated observation is the driver that shapes my percption and interpretation of actions or packages.

In our digital age, it’s common to see professionals across all sectors of business and management levels wholly engrossed with their smartphones. Our office tower has a bank of elevators and a multi-level garage. From the start of a day, I see people walking to these elevators from their cars, many with their heads bent to read their screens and thumb away a response or two. It’s the same posture while waiting for the elevator. You can’t pull them away from their devices unless you yell “fire” or happen to know the person enough to interrupt them to say “hello.”

If you’re so immersed in your handheld electronics, then I think you may be missing opportunities.


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