From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding

Shepherd, Ifan D. H.

doi:10.1362/0267257054307381

Cited by 202 publications

(209 citation statements)

References 19 publications

(16 reference statements)

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“…The findings suggest that, ! similarly to product reputation, personal reputation entails capturing and promoting an individual's strengths and uniqueness to a target audience (Shepherd 2005). Individuals use storytelling to highlight their positive attributes that are of value while at the same time differentiating themselves from other individuals in the marketplace (Labrecque, Markos and Milne 2011).…”

Section: Discussionmentioning

confidence: 99%

Who Am I? How Compelling Self-storytelling Builds Digital Personal Reputation

Pera

Viglia²,

Furlan

2016

Journal of Interactive Marketing

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The work explores whether self-storytelling is a powerful predictor of personal reputation in a collaborative community of the sharing economy realm. By proposing that powerful self-storytelling allows an attractive positioning in respect to potential others, the paper extends the literature of brand storytelling and brand archetypes shifting the perspective to a personal level. This study adopts a qualitative-quantitative approach to investigate the meanings and stories contained in personal profile descriptions and their relation with reputation. Personal descriptions are interpreted as storytelling activities, labels/glosses that allow members to access the services of the community by facilitating personal reputation building. The findings show that powerful storytelling structures have defined phases and are crucial in reputation building when the story evolves in a metaphoric, symbolic lesson. The presence of archetypes, in particular the Sage and the Ruler, also confer reputational power to the stories. The results reveal opportunities for peer-to-peer communities, traditional companies, and social businesses. Marketers should design tools and platforms able to trigger consumers' desire to express their individuality through personal descriptions and suggest the drivers that affect reputation.Keywords: storytelling, personal reputation, archetypes, sharing economy 2 ! ! IntroductionA new, grassroots model of doing business is emerging, providing consumers with the power to get what they need and want where no transfer of ownership takes place. All over the world, people are renting rooms from strangers through Airbnb, outsourcing grocery trips to TaskRabbits, and traveling with ride-sharing service BlaBlaCar. These empowered individuals are participating in the sharing economy by beginning to function like hotels, taxis, farms, restaurants, manufacturers and other traditional business models. The sharing economy is becoming increasingly popular, and it is estimated, at the time we are writing, at more than US$15 billion (PwC 2014). The trend is expected to increase, as consumers and firms seek to maximize efficiency in volatile economic conditions (Lamberton and Rose 2012).The sharing economy is contingent upon one crucial factor: reputation, which is now considered a new currency for transactions in collaborative consumption platforms. Reputation is the enabling factor inherent within all sharing-sector activities. It helps to build trust in certain people and distrust in others. Because of its centrality to the success of the sharing economy, various thought leaders -entrepreneurs, social advocates, academics, investors, journalists -have opined as to how trust is established and maintained among strangers engaging in peer-to-peer transactions. Despite the topic has received attention, it still has not been theorized. This work explores personal reputation, understanding its antecedents. The main objective is to assess whether self-storytelling is a powerful predictor of personal reputation in o...

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Section: Discussionmentioning

confidence: 99%

Who Am I? How Compelling Self-storytelling Builds Digital Personal Reputation

Pera

Viglia²,

Furlan

2016

Journal of Interactive Marketing

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“…One of Walsh's strengths is his ability to exploit his competencies in shaping his personal brand (Shepherd, 2005). His own reputation and identity as both an individual and owner/manager of the venture merge into one with the identity of MONA.…”

Section: Impact Of Em and Effectuationmentioning

confidence: 99%

The museum of old and new art

Fillis

Lehman

Miles

2016

Journal of Vacation Marketing

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Fillis, IR, Lehman, K and Miles, MPThe Museum of Old and New Art: Leveraging entrepreneurial marketing to create a unique arts and vacation venture.http://researchonline.ljmu.ac.uk/3802/ Article LJMU has developed LJMU Research Online for users to access the research output of the University more effectively. Copyright © and Moral Rights for the papers on this site are retained by the individual authors and/or other copyright owners. Users may download and/or print one copy of any article(s) in LJMU Research Online to facilitate their private study or for non-commercial research. You may not engage in further distribution of the material or use it for any profit-making activities or any commercial gain.The version presented here may differ from the published version or from the version of the record. Please see the repository URL above for details on accessing the published version and note that access may require a subscription.For more information please contact researchonline@ljmu.ac.uk http://researchonline.ljmu.ac.uk/ Citation (please note it is advisable to refer to the publisher's version if you intend to cite from this work) A case study methodology is used to explore the how the Museum of Old and New Art (MONA) in Hobart, Tasmania has leveraged EM to become one of the avantgarde cultural attractions (Lehman, Fillis and Miles, 2014). MONA is a privately owned museum-unusual in the museum sector-that has successfully leveraged EM and its position as a highly innovative art museum on an international scale to become the most popular tourist destination in Tasmania (Tourism Tasmania, 2014 This paper contributes to an understanding of EM in the vacation marketing and tourism sector by exploring the practices of a start-up art museum as a case study: an entity that has had a significant impact on the local cultural tourism landscape (Lehman and Reiser, 2014). EM with its foundation of opportunity seeking innovation generating effectuation logic is utilised to explore the new venture creation process and assesses the role played by the founder in creating the new arts venture.This paper draws on theory in the EM literature focusing on Morrish, Miles, andDeacon's (2010) notion that EM is both customer and entrepreneur centric and that marketing strategy and tactics are shaped by both the needs of the customer and the entrepreneur to better understand new tourism venture creation. This proposition help frame how EM is employed in a vacation marketing context. This paper focuses on the rationale for utilising EM and effectuation to help explain venture creation within the tourism marketing sector, following a case study 4 research (CSR) methodology (Woodside, 2010). The research proposition is then developed, followed by the presentation and analysis of the research findings. The paper then synthesises the findings via a discussion section and sets out an agenda for future theory and practice of new venture creation in the tourism sector. Entrepreneurial MarketingOne of the main components of EM is effectuation ...

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“…Jednak, co podkreśla się w literaturze marketingowej, choć o personal branding mówi się i dyskutuje, to nie przeprowadzono, jak dotąd, wielu badań empirycznych na ten temat [Shephered 2005].…”

Section: Wstępunclassified

“…Dziś personal brandingiem zainteresowani są głównie specjaliści od rekrutacji, doradcy zawodowi i konsultanci zajmujący się planowaniem kariery [Shephered 2005]. Z tego powodu publikacje z tej tematyki niejednokrotnie są bardzo ogólne i nie powiązane z dorobkiem nauk o organizacji, a szczególnie z dorobkiem marketingu w obszarze zarządzania marką.…”

Section: Zakończenieunclassified

Różnorodność metod zarządzania marką osobistą

Wojtaszczyk

Maszewski

2014

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

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From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding

Cited by 202 publications

References 19 publications

Who Am I? How Compelling Self-storytelling Builds Digital Personal Reputation

Who Am I? How Compelling Self-storytelling Builds Digital Personal Reputation

The museum of old and new art

Różnorodność metod zarządzania marką osobistą

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