Brand New Day – Live – Wall & Street

«Nowadays, most people who perform in one way or another social tries to be a brand of itself and has been offering online and in-person courses, books and manuals for years on what the personal brand. just to learn how to be. There are people who brand of themselves because they have to advertise or market a product, or those who do, just for visibility.” Human Style Analyst Elisa Rovesta explains personal branding, an increasingly popular trend, in the latest episode of “Wall & Street Live.”

One of the examples of Rovesta’s story is Madonna. We know the image, the icon of the Madonna singer, of the Madonna character in the face of a personal reality that is certainly very different. Branding in the field of art, of music, is actually a characteristic of this trend. However, let’s say that a discrepancy can arise between what we see and what the person is in flesh and blood. «I could quote Andy Warhol or D’Annunzio himself, an example of extreme personal branding. As for artists, I think it’s a separate discussion, they link their character to an artistic expression and a Madonna song obviously can’t be separated from the person who sings it, from the Madonna character. I’m usually talking about “normal” people like me, for example, who either use social media or are helped a lot by technology to convey an image that is the product of a study and a desire to appear in a certain way. And I’m referring especially to the business world, where the brand has an interest linked to a product or a service that a company can offer, but that’s a whole different conversation and that’s why it’s as if we humans, we humans, have also become a bit industrialized».

But if the medium is the message, as he said McLuhanthe risk is that the same character speaks to us, without telling us anything except the confirmation of himself and when the character fails, everything collapses a little (let’s not say Chiara Ferragni but a concept like Chiara Ferragni gives a good idea). According to Rovesta, there is “an extremism and aself-referentiality when using personal branding, very often an end in itself, not to convey a product or even a thought, but rather to show oneself in a rather sterile way”. In the end, a question remains: “How can a person embody what a character can be that is decided at the table?” It is a good question that the marketing world does not always want to answer. It could turn out that the king is naked.

Gian Maria De Francesco