Personal brands are different. If you “like to blow shit up”, as Ms Gallop promises on her Twitter profile, there is no escape if a provocation goes wrong. You have no product to fall back on, or executive to fire. An individual brand is indivisible from a personal reputation.
个人品牌有所不同。如果你“喜欢把事情搞砸”——就像盖洛普在其Twitter上的个人简介中承诺的那样——当挑衅出纰漏时,你就逃不掉。你没有可依赖的产品,也没有可以解雇的高管。个人品牌与个人名誉密不可分。
Provocative brand building is like Russian roulette. There is always a temptation to be offensive and flamboyant in order to gain an appearance on television, or a slot at a conference. But if you carry on pulling the outrage trigger, at some point you are likely to “fail exceptionally fast”, as Mr Roberts lamented in his apology.
挑衅性的品牌塑造有些像俄罗斯轮盘赌。人们为了在电视上露脸或者争取会议上的发言机会,而总是忍不住发表攻击性和浮夸性言辞。但如果你持续扣动愤怒的扳机,在某一刻就可能“兵败如山倒”,就像罗伯茨在道歉声明中哀叹的那样。
The warning applies not only to performers but to everyone who builds a personal brand to embellish a career. Fame is useful; infamy is not.
这一警告不仅适用于作秀者,而且还适用于所有打造个人品牌来为事业增色的人。名声有用,但坏名声没用。
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