Rethinking Brand

Jennfier Brown: We live in a world and a marketplace where companies have brands with their products and services and their reputation but also leaders increasingly have brands.  So the CEO has a brand, executives have a brand and ideally every professional in your organization is in the process of building their brand.  The most forward thinking organizations are speaking about this to all levels of leaders and saying what do you want to be known for?

What do you want your brand to capture?  And who knows about your brand?  Is it just your immediate work team, is it people outside?  If you think of a brand in concentric circles where are you influencing and who knows about you and what do they say about you?  And then let's go outside of your organization, what sorts of community organizations do you have leadership roles with?  What other peer-networking do you engage in that's for business and networking purposes?

And this is true also for CEOs and executives.  They have I think been traditionally heads down and getting the work done.  And it wasn't necessarily again about who they are as people and what their top three values might be, but increasingly organizations are looking for them to share that.  And that is part of building a brand as a person that drives the brand of the company but that can stand apart when it needs to and talk about what's important personally to that leader.  So if these two things can meet and conjoin but also remain separate they are two different ways of thinking about your role as a leader.  And social media is obviously a big magnifier of brand.  You know, and we look at somebody and how they appear in the world of social media you get an immediate impression of what they're about, what they care about.  And this is true for executive leaders too.  

So I think in the future we'll see a lot of leaders wrestling with their social media knowledge and know-how and capabilities and also thinking about okay so the company has a brand, how does my brand drive the company?  How does it relate to the brand of the company and how does it stand apart?  What stories am I telling, what do I want to be known for and how can I make a personal connection to the people that work in this company that I am a person to?  I am out there, I'm building relationships, I stand for something.  And if they can both work together they are exponentially powerful together.  We can take the individual; we can take the organization and they create a sum that's greater than the parts.

Directed / Produced by

Jonathan Fowler and Elizabeth Rodd

 

What do you want your brand to capture? And who knows about your brand? Is it just your immediate work team, is it people outside?

First solar roadway in France turned out to be a 'total disaster'

French newspapers report that the trial hasn't lived up to expectations.

Image source: Charly Triballeau / AFP / Getty Images
Technology & Innovation
  • The French government initially invested in a rural solar roadway in 2016.
  • French newspapers report that the trial hasn't lived up to expectations.
  • Solar panel "paved" roadways are proving to be inefficient and too expensive.
Keep reading Show less

Physicist advances a radical theory of gravity

Erik Verlinde has been compared to Einstein for completely rethinking the nature of gravity.

Photo by Willeke Duijvekam
Surprising Science
  • The Dutch physicist Erik Verlinde's hypothesis describes gravity as an "emergent" force not fundamental.
  • The scientist thinks his ideas describe the universe better than existing models, without resorting to "dark matter".
  • While some question his previous papers, Verlinde is reworking his ideas as a full-fledged theory.
Keep reading Show less

Physicists find new state of matter that can supercharge technology

Scientists make an important discovery for the future of computing.

Pixabay
Surprising Science
  • Researchers find a new state of matter called "topological superconductivity".
  • The state can lead to important advancements in quantum computing.
  • Utilizing special particles that emerge during this state can lead to error-free data storage and blazing calculation speed.
Keep reading Show less