There are a ton of arguments and insights on the struggle between personal branding and corporate branding in the blogosphere and through different organizations right now. This might be the hottest topic in this space based on what I’ve read and experienced for myself, being a brand behind a Fortune 200 brand, lately.  I’m prone to getting asked “so how does your company let you do all of this” and “how do you have time to build your brand while having a full time job?”  The fact is that companies are experimenting and trying to understand how high profile (or more visible) brand can support their practices, while not doing any harm.

Three different situations

1.  Your brand has nothing to do with your job

If you want to be known as a model, chef, or the king of business development for startups, but you work as an accountant at a Fortune 500 company, then you are completely safe.  There are no conflicts with what you communicate to the world and your day job and what you do outside of work might be interesting or start various conversations at work with your colleagues.  Your colleagues will probably not get jealous and your manager won’t be ...

In digital marketing best practices one of the key questions any company needs to answer from the visitors perspective in regards to the content they are displaying is “what’s in it for me?” or else risk losing the potential customer to someone who does answer that question for them, and obviously cares about how their product or service relates to that individuals needs.

Inspired by a conversation with Mack Collier yesterday on Twitter about the value and risks associated with “Pay Per Tweet” (another post on another day), and Mack’s assertion that anything promotional must create value for everyone, that  I started thinking about how that simple and meaningful question has shifted with the ability of everyone on the web to be an influencer and use their social currency to help, or hinder brands.

With the new age of social media, any type of outreach efforts must answer two questions to be relevant and impactful: “What’s in it for me?” & “How will it provide value to my network?”.

Failing to answer the question relating to the network may doom any efforts on your part to a budget poorly spent, less than ...

How to Save the World blogger Dave Pollard had an excellent post a few days ago called, “12 Tools That Will Soon Go the Way of Fax and CDs.”  It is a list of legacy technologies and practices that Pollard believes will disappear with the next generation, and so-called “best practices” are #3 on the list.  Dave writes:

It’s natural that people want to hear what the leading companies and individuals in any area of business endeavour a...