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From obliged to beat motivated to fight # EKHuelva18 #MarcaPersonal (the story)

The younger may not remember the great Luis Arribas Castro (Don Pollo), which put the voice to the Cadena Ser in Barcelona back in the 80. That Barcelona hospital, Franco still strong heritage, contestataria, dangerous, something anarchic, closed sea. But very human. I had the honor to see live how Arribas Castro gave off every day program with a phrase I will never forget:

The city is a million things

The real heartbeat of the city are its people. Barcelona was not in the world, as it is from 1992. But it was in our hearts. Between 1975, year of Franco's death, and 1990, in fifteen years, FC Barcelona only won a league championship. And many years was in the middle and lower part of the table. But the fans cheered like today does with his team fan Recre or Athletic Club. They were not obliged to win, why they were motivated to fight, to play well.

The case Aviles.

In May 2017 I had occasion to visit the city of Aviles, In asturias. It was the hand of my dear colleague and staff brander Elena Arnaiz. Elena, revelation for me 2017, It took us a few to that small town and organized a small one-day conference that brought -Attention- a 300 people. I talked about it a year ago in the post Jobseekers, better go for the 80 and forget 20 and also in The best of 2017 a Personal Branding. And Elena summed it up in a masterful post title Trace in the liquid space.

There I met my soul mates Eva Collado Durán and Fran Segarra (Get in Value) and my colleagues soul Andrés Pérez Ortega, Isabel Iglesias, Victor Candel, the magic of Nilton Navarro and Elena own, was a smash hit. Not only for the number of people who attended. The quality of its people, the desire, the proximity, the amount of friends emerged from that moment, of which we connected all watching their progress, listening to their stories. It was an event 100% human. He had a thirst for knowledge, but above all he had wanted to host, saluting, squeezing hands, give kisses, distribute hugs. a rush.

Unprecedented success in Spain. The Mysterious Case of Space Knowmads Huelva 2018 (alias # EKHuelva18)

In the Iberian antipode of Aviles is the old city of Huelva, la latina Onuba. You may think that Huelva has nothing to do with Aviles. Politically, historical and geographical, no. Social and human aspect, yes, absolutely.

But let's see, How has Huelva fill a large theater with about 500 people have even danced to the rhythm of I will survive Encouraged by a pregnant woman 8 and a half months?

Let me tell you something that looks amazing: I do not remember events personal brand like this.

The secret is to restore human connection

Ignition of the project comes almost a year ago as an initiative and sponsorship of the Andalusian public foundation Andalucía Emprende, from Cajasol Foundation and exciting endeavor David Barreda, since this January 2018 person revelation of the year and “Pattern” of personal brand is placed. His biography is impressive, and it is the reflection that leave their writings.

I think the key to this was not to make a massive event, It was doing something nice.

The importance of marking own profile

The speakers were able, among all, give a hug to almost all attendees, a kiss, a conversation, a photography. A “while that follow you and you liked more in person”. Normal, the person-to-person dialogue will always exceed the text addressed to a collective. When I know I dare to be imperfect, to show my vulnerable side, laughing, to cry.

#EKHuelva18 personal brand

Photo: Manuel Morillo. Final Space Knowmads Huelva 18

Thank you, a word that falls short

All the people I met in Huelva have their own profile, human, near. Huelva is not the fresón, Recre, ham or shrimp, are your people. Heartfelt thanks to all that you attended the ceremony. Thanks to the onubenses Helen Gomez Ruano and David Barreda. Thanks also to those who came from very close and gave soul to EKHuelva18, as Meme Romero, Silvia Saucedo, Seve Izquierdo, Rocío Martín, to those who came from afar as Eva Añón, Claudio Inacio, Alex Duran, my fellow stage, Eva Collado Durán, Elena Arnaiz, Andrés Pérez Ortega, Own David Barreda, Enrique Cejudo (onubense, by the way), Patricia Vázquez, Adela de Mora, the entire organization. A more special thanks to the entire team of the foundation Andalucía Emprende, the Cajasol Foundation, (keynote speech of its president Antonio Pulido), the City of Huelva and Andalusian. What you have done is unprecedented. You are the small village of Asterix stories that refuses to be a people of characterless, boring and cloned citizens. pure humanity. contributes, you importáis, and a lot. Do not change, please.

PD: Would you know what we mean in the Knowmads Space? Attentive to Blog David Barreda.

header image: Manuel Morillo (big)

 

Markets are already talks, no monologues

Why the hell cost us both conversations in the digital environment?

I have days reading articles that recommend or warn about whether or not to hold talks on Internet, especially in blogs, websites and social networks.

Sincerely, I am not able to see where the controversy may be something-for me- It's very simple: who tells us that the real life protocol should be different protocol in virtual environments?

You think what you want, I see no difference between our way of addressing others in a bar or on the wall of Facebook

Let's see. When someone gives you a book what do you do? First, the thanks, and one day perhaps you correspond giving away another book. In the net is exactly the same. If someone gives you a feedback about something you've written, Typically grateful, even though the feedback It is not positive. Another day, you will give her your feedback (trust me, That's a gift of great value). And that goes with the character, If you are grateful, the thanks, If you are releasing a curse, the loose. As in a bar.

They have created interesting concepts such as netiquette (netiquette), My admired Dr. Mar Castro. I recommend it reading netiquette, a need (2015), a brief and concise post. Highlight a passage that succeeds fully on the idea of ​​digital protocol.

Internet knowledge is shared, information and experiences in areas of dialogue and human interaction of incalculable size, promoting action and bring value to the participants (Mar Castro)

The article also speaks of respect. And I would add: the same respect that you keep (or you should keep) in a bar, an office, a lunch, a family meeting, a business meeting, a worship center, A gym. Even, and excuse angle scatological, in a public toilet. Have not you ever wondered why many people are marranas just outside their homes?

I do not know personally Mar Castro, but the way I behave with her in networks is respectful, as she me.

Markets are conversations

With this sentence begins the wonderful Cluetrain Manifesto, written in 1999 (before Facebook, Linkedin, YouTube, Instagram is, Twitter…) four visionaries. Let highlight the 6 first points of the manifesto, for me the basis of the new communication protocol and what I call Human Branding:

  1. Markets are conversations.
  2. Markets consist of human beings, not demographic sectors.
  3. Conversations among human beings sound human. They are conducted in a human voice.
  4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.
  5. People recognize each other as such from the sound of this voice.
  6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

Translated (for them) and commented by me, It would be something like this:

  1. Markets are conversations. > I add: So, are no longer monologues. Advertising, once based on a monologue with “market”, days are numbered if it is not adapted to this reality (I know that they are trying, although I doubt that the answer is placed “influencers” all over).
  2. Markets consist of human beings, not demographic sectors. > I add: (dedicated to such Zoido) We are not “turbo”, we are individuals we unite behind a cause, belief, hobby. Perhaps we join in crowds, but we remain individuals, humans. Cast, as argued Yuval Noah Harari in his work “Sapiens, animal gods“, the myth, this story, distinguishes us from animals.
  3. Conversations among human beings sound human. They are conducted in a human voice. > I add: robots that can mimic can many of our things, but we will not give them our soul. That would end the human race in the dimension in which we know now.
  4. Whether transmitting information, reviews, prospects, arguments or humorous asides, the human voice is open, natural, sincere. > I add: This concept of authenticity and consistency is inherent personal brand and contrary to the idea of ​​Trolls.
  5. People recognized as such by the sound of this voice. > I add: the word voice is an abstraction, It does not refer to our sound but our physical and emotional DNA.
  6. The Internet is enabling conversations among human beings that were simply impossible in the era of mass media. > I add: It was time. We have the opportunity to connect with people you do not know by professional affinities, beliefs or ideas. let's do, fuck!!

the monologistas, theater

Markets are conversations, dialogues, gatherings, opportunities. They are no longer monologues. The monologues are well in Comedy club, and are not even true monologues, since attendees show their emotions: It is a dialogue, an absolutely fascinating connection (oysters, and I look like the punset).

Human SEO, another way to look

He is known as SEO (Search Engine Optimization) referred to as techniques to excel in places like Google should, in my judgment- to overturn. SEO does not prioritize conversations between humans, the quality of a good social gathering, prioritizes relations between man and machine with a changing algorithm. I think Google will punish me for these words, but I just like. I do not want thousands of visits, I want to reach potential customers, friends, contributors.

For years I've heard of the web 3.0, the 4.0 and the 5.0. And what I would like is to hear about the web that mimics the street. If a red light outside Google, it would be full of red lights around, signs in all languages ​​and repeated a thousand times. What cansino, Oh my God. I need only a red light, and if you want, an acoustic signal for people with impaired vision.

A Google will need to be more like the breakfast bar, a real full-fledged social network. And if you do not believe in conversation (and its protocol) In the net, You imagine not believe in the conversation out of it. Things are simpler than they seem. If you greet, you greet. If you recommend, the thanks. And you dan feedback, return it. If you share content, the thanks… As recently shared the great Dan Schawbel, “If you work like a robot, you will be replaced by a robot”. We remain human. It is not so difficult, on my view.

Icon by Shutterstock.com

A technology for a more humane world is possible

A few weeks ago was the human connection in the post title Can we promote a culture of human connection in the era of machines?

Following up on the ideas contained in that article, Today we highlight in this post collaborative findings of two events that have occurred recently and that point in that direction, on the idea of ​​achieving a more human world in the era of machines.

Humans are undervalued

The first is the recognition by the Elon Musk (Tesla) that automation is not always synonymous with effectiveness. This follows from article signed by Xataka Raul Alvarez, Production problems in Tesla are due to excessive automation. Humans are undervalued.

Reading it follows that perhaps Musk's vision of an automated world is not possible without human connection. Similarly to what differentiates a human of a machine is the ability to err, we see that intuition, experience and empathy are still -of time- heritage of us humans.

My personal colleague brander Helena Casas, also a psychologist and photographer, It notes that it is true that we have advanced technology at an incredible rate in recent years. Despite the errors in the production line of Tesla, robotization and automation led to excellence will be a reality in a few years. Experts do not agree just put because of two opposing aspects:

  1. The advancement of technology is being exponentially in recent decades
  2. Artificial intelligence as such is still in diapers because currently only a product is a cross algorithm massive data.

This lack of agreement is precisely the lack of knowledge still has on the functioning of the mind and soul as such. It is not a matter of neurosciences, It is a matter of what appears to be quantum physics. They can not do anything just with the brain of a person ... "the person needed"

Hater, why you wrote that?

The second is a recent talk TED Dylan Brown (not available yet open mode). Marron is addressing a different approach to the problem of hate on the Internet. Your videos as “Sitting in a bath with trans people”, accumulate million hits, but also generate tons of hatred in Internet.The neo-futurist Marron developed a survival mechanism: connect with people who fill the network of hatred and make them a simple question: “Why you wrote that?”

These recordings have been captured in the podcast titled Marron: “Conversations with people who hate me“. As he himself acknowledges, That will not bring peace in the world, but he says he has caused a stream of empathy with his goons. “Empathize with someone with whom I am deeply disagree suddenly does not erase my deeply held beliefs or approve theirs”, warns. “I am simply recognizing the humanity of a person to whom he taught to think in a certain way, someone who thinks so very different from me”. Brown admits in the background we need to lay the foundations of a more human world.

The Human Branding

The common bond of the two stories is evident: we need to put mechanisms that allow us to humanize. Humanizing companies (If Tesla and many other). And humanize the relationships that occur in digital environments. I remember an old announcement of the US Army as US soldiers cross threats Afghan soldiers. All wear sunglasses. At the moment they take them, They realize that people are equal, of the same species, and aggression becomes in confidence.

It may seem superficial reduce the idea of ​​a more human world to a concept such as Human Branding (Branding humano). But each brings its grain of sand in the field in which it is competent, and can hence all those who are dedicated to this we share a greater purpose than helping a few people.

Helena Casas He adds that we face what we might call a new era, beyond what we know today as the fourth industrial revolution:

It is the time when happen to be more human.. more people!

Recalling the capacity intellectual and physical development of the Greco-Roman era, touch feed and grow those capabilities that will differentiate us, for a few years, any drill Artificial Intelligence. Everything is governed by patterns, automation and lack of nuance, succumb to robotización.

We are human, we are very different people from each other, to provide the best for this new era we even lead to be able to combine people and machines towards the human race and not its Extermination. A more humane world is possible.

 

Cover photo by Shutterstock.com

 

24 April in Barcelona > I give a talk on Personal brand for entrepreneurs in Inceptum Foundation (c / Rector Triadó 31 from Barcelona) of the 19h, free entrance. Sign up here.

personal brand entrepreneurs

9 May in Huelva > Participated in the week # EKHuelva18 “Knowmads space Huelva” sponsored by Cajasol Foundation and organized by the great David Barreda, where I will meet on stage along with David Andres Perez Ortega, Eva Collado Durán, Elena Arnaiz and Adela de la Mora. Free registration (there are few places) here.

2 to 6 July in Barcelona > Course > Brand staff to differentiate yourself and achieve your goals “the Joules” at the University of Barcelona. five mornings, that intervene Mari Carmen Martín Muñoz, Paula Fernández-Ochoa, Francesc Segarra, Emilio Rodriguez and William server Recolons. Entries in this link.

personal branding to differentiate and achieve your goals

 

Can we promote a culture of human connection in the era of machines?

On the human connection

I think those who are dedicated to branding, whether personal or corporate, We have much to do with the human connection.

I have a few days reading texts and reviewing interesting videos about the human connection in a world where machines increasingly "learn" more and more.

A required viewing video is Yuval Noah Harari of, author Deus Homo Sapiens and. He wonders what will happen in the labor market, in the economy and the power of human beings in the coming decades. Imagine that frightens They learn emotional intelligence machines, aspects such as empathy, we thought reserved only to mankind. But the road is this.

Also I recommend two articles. First, signed by philosopher and researcher Gloria Origgi, He tells us to say goodbye to the information age and give the Welcome to reputation. Confirms that no longer consume information, We consume information leaked by sources that are trusted to us.

The second highlights the PwC report (required reading) Will Robots really steal our jobs? (Is it true that robots take away our work?). This gives us a somewhat more optimistic but the worrying time horizon view 2030. Particularly in sectors such as transport, Construction and.

this chart, The result of this study, speaks for itself:

PWC will robots steal jobs

But beyond catastrophism, PwC defines four colorful worlds:

  • The red world, entrepreneurial territory to mediate between workers and employers offering high-value services from startups.
  • The Blue World, which it highlights three areas: size organizations as a competitive factor, professional skills and digital competences.
  • Green World, defined by WPMS, where equity premium and especially social responsibility inside and outside companies.
  • The Yellow World, knowmads that of seeking greater meaning to what they do and they can better compete given their flexibility to move in changing environments.

I like this view "color angry" because I think it is the key to compete in increasingly automated environments. The four worlds robotization used as an instrument at the service of human beings.

George Orwell and advancing the important thing will not stay alive but to stay human.

In any case, and returning to the responsibility of brandólogos or branders with the human connection, there goes my prediction:

Communication will be effective the higher the human connection between brand and market. In other words, the brand must humanize, and the only way you have to do is communicate their values ​​through people.

How do you do that? Programs promoting internal brand ambassadors. I have repeated several times that consumers are people. Companies are persons. And people talk to people.

Promote a culture of human connection is to address, sales, HR marketing and service of philosophy People trust People (People trust people). A good example of culture of human connection is the campaign EY Spain #YoConstruyoEY, unapologetic defining the EY brand is the people who compose and build every day.

The programs of corporate personal branding, employee and employer branding advocacy are at the service of this idea: humanize brands in the era of machines. Let us be faithful to the idea of ​​Orwell, maintain the human connection above all. Human Branding.

 

Hands image by Shutterstock.com

Personal brand and business ethics: a combination that works and will more

Jesus of Nazareth is credited with the phrase “Let him who is without sin, cast the first stone…”. By that I remember that, “which more which less, everyone why we shut”.

Business ethics

Beyond the philosophical sense of the Business ethics, I like to analyze it in the sense of: set of customs and norms that guide human behavior or value of a community.

Personal brand and business ethics

Ethics has a close relationship with personal branding. In managing our personal brand value proposition work, something that projects a benefit to others. Ethical behavior of each person has consequences for others. If we were hermits, such behavior would be irrelevant. Living in community, We pledge to respect each estate values.

Three examples of business ethics

I collected three cases of business ethicsl I think are exemplary, two of them in the field and inspiring positive, the latter as an example of human misery, of countervalues. All three are or have been influential people, powerful in their working universe.

1. Christopher Columbus, the soul of La Fageda

Although the name referred to the discovery of America, Today the world is alive boasts a discoverer of the most inspiring ethics. Psychologist Christopher Columbus understood that madhouse madmen were, first of all, people. So, Hand 14 mentally ill he sought and found how to establish a model company. And he did. He founded the Beech. Columbus was social personality of the year, magazine award Business commitment. In this video Program “Spared” Jordi Évole is his story. Do not miss it.

 

2. Emmanuel Faber, and business ethics in the wake of Danone

If you wonder what the CEO (world President) guys at Danone, without knowing, What comes to mind?… tie? millionaire? discipline? To me the same thing happened to me. Until a storytelling workshop, Gay Victor Zaragoza I presented the video of Emmanuel Faber to leave then and invite you to see. His story is huge, wonderful, but thanks to him the best is the purpose of Sr. Faber, and that permeates the entire company: social justice. Find out power a purpose in personal branding:

3. Mr. X, an example of moral turpitude

Mr. X is an entrepreneur, already retired, whose leadership style was based on the hot seat syndrome. And they can not do business by being good at what you do, but by pure cronyism. That worked at a time, but now it does not hold.

As fate, Mr. X has been involved in a case of illegal party funding. In his statement to the judge, He defended the idea that his company needed to collect and he did not care how to do it. So far nothing too outrageous, abnormal normality. But when the judge asks who her party contact, Mr. X indicates that whoever was responsible for business contacts with the party was CFO, deceased. Pass the dead to the dead is an example of ethical turpitude, mainly because the dead can not get up to say: “That is not true”.

Bad examples of Business ethics They are as inspiring as good, They teach us the way not to take. And I repeat what I said at the beginning “he who is without sin…”.

Cover photo: Santi Rodriguez. First sunbeams in the forest of La Fageda d’en Jordà in Garrotxa, Girona, Catalonia. Shutterstock.com

Show yourself as you are in person, paper and online

Just as you are

If you do not show as you will be hard that you can hold a strong personal brand, coherent and attractive. Yes, I know: Today costs a lot distinguish themselves in a competitive market. The online media are available to all. Many people believe that fill with masters and postgraduate courses will guarantee the best work. It is not like this.

To impress investors or companies you should do with your authentic self, and no matter in what format, In an interview (in person) in a business plan o CV (paper) or Internet (online).

Today, hold the line does not go Nutrition, Consistency will

Consistency is key: You can not display a YO other in a cafe, on Twitter or on that paper that some are determined to keep asking called CV. If you want to adopt a different role to professional, you can do it, no problem. I think that our actions and our values ​​speak more of us than the pompous titles that put us on Linkedin or in a CV.

Your life matters, Your brand matters

Your brand is your reputation, your card. It's what you leave in the minds of others and the experience you provide them. Is to explain your why, you how and you what.

Transferring the powers your brand value proposition and experience to those people with whom you interact and can open the door to a world of opportunities. Denying your personality, your brand DNA, your main message is not to show you as you are, It is teaching a mask you, a profile Matrix.

We are made of triumphs and failures, That is our strength

I was shocked film The arrival (The arribal), a recent jewel required viewing. I will not explain what will not break the magic, but I was struck by a powerful question: If you could, Did you change anything in your previous life?

The answer lies in film, but I insist once again on the idea that we are made of successes and failures. What makes us strong is not one or the other, but each other. Do not sell the idea that you have grown up in a flower bed because I do not believe I will. But you'll also be unhelpful. Proudly displays your scars, Project yourself as you are. I person, on paper or online. Have a great week.

Mask image by Shutterstock.com

imperfect welcome

In recent weeks I have been fortunate to see me with people I respect, I admire and with whom, above all, I connect. The curious thing about these meetings is that there are always ideas and projects, some eventually materialize and others do not, law of life.

One of the patterns of these meetings is governed by the principle of trust, and for the delicious imperfection enveloping the lives and careers of people with whom I've seen. Empatizo fast: pure humanity.

imperfect welcome

Yohechismo

I do not know if it happens, but when you talk to someone whose only speech revolves around the yohechismo, "I've done this, and that and the other, and I managed ... "you get to a conclusion: that, a CV or profile Linkedin it's okay, light, brightens, but in an informal conversation with someone reliable pedantry round. With this profile you can share a specific project, but it will be difficult connect to go further.

Humanizes imperfection

When you speak (rather, when you hear a monologue) of someone perfect always you end up feeling that this person has passed, or parents, or friends, He has never broken a plate. If you have been laid off from a company it is by mistake Company, It never assumes ownership of the grounds for dismissal. This type of person is more abundant than we think, and I do not think they are robots, only wolves lambskin, dehumanized beings.

When a genuine emotional connection with someone occurs is when they confess sins and errors: The cards on the table. In your personal brand imperfection is perhaps the most human value: the opening, nudity, maximum honesty. It comes from "I will not cheat, I've screwed up many times ".

Professionalism and confidence

The letter to Santa is clear: It is not only good professionals associate or only with people you trust and with whom you connect: We want it all! And that's hard, but not impossible. Younger professionals suffer from a good resume error, and perhaps that dehumanizes, puts on a false pedestal. They need to go through two stages to maturity that inspires confidence:

  1. To make mistakes
  2. recognize

And between one phase and another can take years.

The point of madness

If the imperfection humanizes, a point of madness puts salt and pepper to the personal approach. And I do not speak from a pathological perspective as well as to recover those moments of immaturity perhaps once we have repented but are part of our DNA.

Stating that I agree with Xavi Roca when it measured as exaggerated culture of failure, but I want to clarify that for me imperfection does not amount to failure, but simply to recognize that we can not know everything and that we will have broken a dish, if only because the excess soap made slide uncontrollably hands.

Get in Value

In a process of personal branding usually insist much on the value proposition, a center differential axis explains the reasons for choosing a person. And just as I insist on giving "the human touch", which approaches you, you about, you humanizes. The personal account It is another key axis in brand management, and often forgotten. We are delightfully imperfect: mostrémoslo, Put it in Value. imperfect welcome.

Image: Shutterstock.com

 

The anti-branding also works... What if we do everything backwards?

You know well the brand's universe: Its philosophy is be different and go through those who think differently. But unlike other companies with the same statement, some practice it to the limit, and this is the case (not unique though) of Apple. Is that anti-branding?

Neither he has done things no one in his day, but they passed on Apple:

  • Set as graphic mark an apple to a computer, an inanimate object
  • hiring Ridley Scott to make one of the most expensive advertisements in history, and set up a single exposure thereof to an intermediate of the famous Super Bowl American
  • Bouncing alma mater of the company when things went well
  • Get down to making phones when you had a good share of the pie PC
  • Design a hybrid between computer and phone, then known as "Tablet" that has revolutionized the world of education, among others
  • Create and design their own stores redefining the business model, but respecting the traditional distributors
  • Prohibit employees from talking about the brand in digital environments. That is to say, Branding advocate giving up that many defend as a system of trust between brand and market. The phrase "Apple does not allow for example the biography of Twitter say that workers are Apple"It is clarificadora
  • Not have an active presence on social networks. I recommend this article Cat.Económica "Apple repudiates social networks and still triumphs

In the background the anti-branding is branding strategy

Are you thinking what I? Clear, the anti-branding It is a great strategy Branding. In fact, Maltese thinker Edward de Bono and he considered review of assumptions and turn to things as fundamental axes creative process.

Apple, of course, It is not the only brand that tries to turn the tables. In an excellent article HBR I read about business transformation from a post AdQualis, It is talking about Google (now Alphabet) and passing the network to smart cars. O Amazon and retail path to cloud computing. O Netflix and step selling DVD by mail platforms lead streaming movies and series.

But despite giving reason to Scott D. Anthony, author of the HBR, I still think that there is something inherent in the strategy of Apple. They do the opposite of others as a strategy, They do as company vision, The purpose. Remember the excellent TED Simon Sinek and his Cercle Golden. His ideal is make the world a better place in which to live, and that requires putting in crisis all that is upgradeable; that is to say, ALL.

Are there anti-branding models people?

Of course: which risk creating new things and are not going to tow what others do, those who risk their lives to improve the political status of their environments, which, friends like apple, They seek to make the world a better place to live. those who, definitely, they have and a purpose and go after him.

And when I speak of anti-branding I do not mean the movement that emerged following the publication of the bestseller "No logo" from Naomi Klein I do not even mean the movements that have made some major global brands to appear local.

Isn't it?, with anti-branding I mean Branding rethink Manual and go to your ball, without trailer. I mean Crearte your own rules Branding and, very important, not consider them as a Bible but to understand that everything changes, and also Branding.

If Apple rejects social networks it is because it allows you to concentrate on other communication formats and the drive shaft of your business: innovation and constantly rethink their business model. Many companies do not put in crisis model until they go wrong. Apple does when things go well.

Anyway, I still see people behind trademarks and brands behind people. Apple will partner for a long time Jobs, Wayne y Wozniak, its founders, Just as it is hard to see without Jeff Bezos Amazon or Virgin without Richard Branson.

Human Branding

And if I had to reach some kind of conclusion of all this it is that brands need the human component to survive, to connect, to reach. The anti-branding include, why not say, why many companies disown: the personal Branding. If they not humanize brands may not be accepted by markets. The way is not important: It is not relevant if they do through advertisements on TV, social networking or joint campaigns with NGOs: the key is to connect people with people, the key is that the conversation takes place marks from people, not from newsletters or mass actions of e-mail marketing. When you go to an Apple store, in the first thing you still is not on the machines there, or tables, or linear, or the Genius Bar: you look at a small army of people with a blue shirt who speak your language and will accompany you from start to finish in your purchasing decision, They even charge themselves and send you an invoice by email. Apple is not in social networks, Branding policy but staff are the best in the world: How would William Arruda, “Your people are your Brand”.

What you want to do the reverse? Hazlo, but your team has. To this I prefer to call it "Human Branding”, a version of the anti-branding for the moment it seems that few companies are willing to apply but soon overcome the fear of change and put hands to work. We will be there.

Image: Shutterstock.com