My Aussie friend Jonathan Marshall and I used this term back in graduate school at Arizona State...every day is another opportunity to either build your personal brand equity, or lower it. P.B.E. is MBA-speak for what people think of you.
I later found this article by a much better known thought leader, Tom Peters.
Jonathan and I were astonished that some people, even marketers, never thought about how they presented themselves. You are the most important product you could ever market. Whether trying to find a job (or keep it), get promoted, or land a deal (or a date).
Last week, one of my students suddenly realized that his personal brand equity took a dive when I called him out for sleeping in my (highly engaging, I'm sure) class {I told him to take a walk}. I know that he is an exceptionally bright student. I also know that he has a reputation for sleeping in class. In fact, there is a facebook group honoring this. Later, another student showed me the YouTube video of him sleeping through an entire semester of Astronomy. It is hilarious. And it is sad. Sad that someone as intelligent and talented as Eric is known for this.
To his credit, he is now staying awake and engaged. Good for him. His Brand depends on it...
What am I doing to improve my brand equity?
(Eric, i'd figure out a way to delete that video.)
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Hi all, although I shall add more about this shortly - but at GE we referred to this as Executive Presence (EP). Like everything at GE - there was a specific model designed to maximize your EP - called the PIE model. P = Performance, I = Image, E = Exposure. Performance is the entry ticket - youmust be hitting it out of the park with Performance before focusing on developing your Image and increasing your Exposure (obviously some things can be done in parallel - not necessarily sequentially). But if you do not have a solid foundation in Performance then everything else will effectively be "vapourware" or in brand speak "an empty promise". Your thoughts Matt?
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