WePresent | The personal brand paradox

When success can be measured in followers, likes and click-throughs, the concept of the “personal brand” seems a sound investment—but Debbie Millman isn’t buying it. Here, the revered designer and brand consultant looks at the challenge of turning the messiness of humanity into a market-safe commodity. Illustrations by Evan Weselmann. The cult of personal branding has never been stronger. It’s hard to read anything about business, culture, entertainment and politics these days without bumping into yet another think piece about how critical it is to build a personal brand. There are classes about personal branding. There are books about personal branding. There are even people who create personal brands for other people. I’ve been a brand consultant for nearly my entire professional life. I’ve helped create brands for some of the biggest fast-food restaurants, carbonated soft drinks, and over-the-counter pharmaceuticals in the world. While I believe branding is one of the most significa

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• Colleen Chang