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posted on Jul. 09, 2024 at 7:38 pmJul 9, 2024

People persuade, not faceless brands: The case for executive branding

posted on Jul. 09, 2024 at 7:38 pmJul 9, 2024

Greater demand for authenticity, trust, and “humanisation” of brands is making the case for executive and personal branding, experts say.

Over the past year, executive branding of C-suite leaders, corporate “influencers”, and brand ambassadors have been remarkably more persuasive and generated greater conversations in a ‘people-first’ digital and social media environment than most company brands.

Case in point: Conversations from Cannes Lions revolved around Scott Galloway’s “the era of brand is over” in 2023 and a year later circled around Mark Ritson’s “creativity is not enough” in 2024 rather than highlights of specific brand achievements.

Elon Musk with 189.3 million followers on X (at the time of writing this article) has greater reach than Tesla (22.2 million followers), SpaceX (34.9 million follow

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Tags:Brand Ambassadors Briar Prestidge corporate influencers elon musk executive branding GroupM GroupM MENA Kelly Lundberg Lara Sophie Bothur Mark Ritson Mary Smiddy media relations MSL Group Middle East Nay Riachy personal branding PR Prestidge Group Scott Galloway Sumea Social Svenja Maltzahn Thought Leadership

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.