Brands are prized by corporations as significant value-driving economic assets. Brands help customers enjoy more valuable experiences, raising willingness-to-pay levels and thus improving cash flows — higher cash flows as a result of higher prices, faster cash flows because branded products tend to turn faster than their non-branded counterparts, longer lasting cash flows because brands have longevity in customers’ perceptions, and less volatile cash flows because brand loyalty can smooth out the effects of economic booms and busts.
For these reasons, corporations invest in brands and brand building. Catherine Kaputa makes the case that individuals should invest in themselves as brands, and makes the tools of brand-building available to individuals for personal brand-building: the brand of you.
Show notes: https://mises.org/library/catherine-kaputa-brand-you
The New Brand You by Catherine Kaputa: https://Mises.org/E4B_198_Book
Find your own brand positioning (https://Mises.org/E4B_198_Test) on https://SelfBrand.com
“Ten Personal Brand Positioning Strategies” (PDF): https://Mises.org/E4B_198_PDF