Chapter 2 : Personal Branding

Chapter 2 : Personal Branding

Chapter 2 : Personal Branding

Section 1 : The Creative Worker

After the World War 2, the Fordist production model, based on specialization and standardization to achieve an increase in productivity and benefits, prevailed in the Industry.

Although quite a lot of Fordist elements persist to the present day, some sociologists as Claus Offe. Andre Gorz or Jeremy Riffkin analyzed the affects that this new context had on the constitution of the Identity.

Throughout life, people go through different positions, companies, periods of unemployment... It is not possi ble to construct an identity based on something so volatile and fragile. What is then the new pillar of identity?

«People have become the primary resource of the new era, because they are the main source of creativity» (Richard Florida, The Rise of the Creative Class, 2002).

However, the core of personal identity is not in the workplace or the function performed. The identity of the creative class is based precisely on creativity.

Section 2 : You are your own Company

No doubt, Tom Peters has merit of having popularized the concept of personal branding. 
In a 1997 article, he wrote: «We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You». (Tom Peters, “A brand called You”, Fast Company, 1997)

The creative worker, in this sense, can be disconcert ing for the traditional company based on Fordist guidelines.

Section 3 : Do you need Resume.

In an article posted on his blog, Seth Godin asked about the need to have a résumé. According to Godin, this document doesn't reflect the real qualities that lead a person to be remarkable.

Section 4 :The Blog today

Since 1999, this tool for online communication and publication has achieved great popularity, and the emergence of blog-publishing services has further ex tended its use. Anyone regardless of code knowledge can create a blog. But we are not talking about any kind of blog.

There are two examples that illustrate the importance of the blog today.

The professional blog is something respected. I don't know how it happens, but there is a moment when a blog goes from being just a hobby to become a profes sion. And there comes a day when you can say “I'm a blogger".

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