Personal branding has made its name through the rapid evolution of social media, but it’s a notion that first dropped on my own radar from something of a different angle.
Around the time that the Millennium Bug was perceived to be the biggest threat to business continuity, I crossed paths with an organisation that had taken the surprising step to list one of its most senior executives at the top of its corporate risk register; the reason being that person’s maverick approach to media relations. It occurred to me that if it were credible for one individual to wipe out a company’s profit margins with some ill-chosen words, perhaps there was potential in the reverse scenario.
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