6 thinkers, books, and ideas connected to this field.
American entrepreneur and convicted fraudster who organized Fyre Festival in 2017 — the disastrously fraudulent luxury music festival in the Bahamas — which became a case study in influencer-driven marketing, entrepreneurial fraud, and the gap between brand promise and reality.
Stacey Ross Cohen's 2023 guide to personal branding for students and early-career professionals — helping next-generation professionals build authentic professional identities.
American brand naming consultant who founded Lexicon Branding — the firm that named BlackBerry, Pentium, Swiffer, Febreze, OnStar, and Dasani — considered one of the most successful naming consultants in history.
American ice cream brand created by Reuben Mattus in 1961 — notably using a made-up Scandinavian-sounding name (despite being created in the Bronx) to signal premium quality — a classic Rory Sutherland behavioral economics case study in how meaning trumps literal information.
American branding and marketing executive — CEO of Co-Communications — author of Brand Up — who trains students and executives in personal branding.
American fashion designer and businessman who created one of the most powerful lifestyle brands in history — selling a vision of idealized American (and English aristocratic) aspiration.