[Music]
can you imagine four weeks ago there was
a flagship store opened in Milan Italy
and early in the morning thousands of
people were waiting in line actually
they were not waiting in line because
we’re talking Italy it was a big crowd
the store is owned by Chiara virani
she is a fashion blogger she’s 25 years
old and she opened up her personal
flagship store branding products with
her personal brand
can you imagine I’m still getting
goosebumps if I think about this story
this is her logo so any product in this
store is branded with her logo for me
this is a super example for a digital
print built in the digital world only
purely the business communication is
changing totally why digital comes into
the game teenagers become micro
celebrities we have hundred thousands of
followers while sharing private pictures
from the private life with a friend’s
eating drinking doing whatever this is
massive changing communication and with
the blogging the business blogging it
does influence the business
communication how about you if you would
think about yourself if you would have
had a fantastic brilliant unique idea
which would change the world ten years
ago how would you
made it popular how would you have it
published so not just your network your
community knows about it
anyone out there thousands millions me
myself and I I wrote letters I’m a bit
older you know so I wrote letters I
established my network everyone was
doing that in the real world knows it’s
really time-consuming and it’s an
investment I wrote a book this is why
I’m also on stage before I never went on
stage because I said I’d never do that
ever so I did a lot in the analog world
to become a brand more and more a
personal brand what’s happening today is
influencing and impacting on a contact
base massively so there is a study it’s
not supposed to be read so don’t even
try there’s a study from Wall Street
Journal together with Facebook they have
done about two years ago and they put
content online part of the content was
on the liberal side so they tested some
political opinion buildings and part of
the content was on the conservative side
and guess what happened a small content
you got from the blue or from the red
it’s more influenced you got about the
same which is really really carefully to
be watched there are people out there
saying this is why Trump won and B
became a president because if you get
more equality the silo information if
you get more and more of the same
information it’s not just politics
I’m listening a lot to music and I have
a certain style but sometimes I like to
get new ideas in and out all the time
and also hearing something I would never
know
a year but with all this music channels
have out there you get something more
what you have heard yesterday but
similar and after a while I realized wow
this is pretty boring I want to have you
know something disturbing something
totally new and I think for me this is
really a big fear I have myself that we
are not being colorful anymore that we
get in the right and the green or in the
blue and getting more of the same and
this is my negative take away from the
tribe development you really have to be
awake and always watching which sort of
content are you consuming couple of
weeks ago I went to a conference in
Amsterdam and I’m sure you all had
similar experiences and I was meeting
friends and I was the one because I was
a bit aware about the area in Amsterdam
and I was the one talking are telling
people where to meet you know where
could you go shopping where where I have
you which hotel are you using and I went
online and there are all these services
out there which was super helpful and I
never ever want to miss it again but you
know what happened after I went on so
after Amsterdam I went to Munich I was –
three days later in Munich and still got
information about Amsterdam there’s a
new restaurant opening up so again it’s
not a tripe in the classical way but
still you consuming more of the same and
I think we have to watch that and really
take that in mind so what does that mean
for you building up a personal brand and
this is by the way much bigger than the
tripe communication part but still it’s
the basis so if you really want to
become a personal brand because you have
an idea a message where you think the
world should know about it you want to
impact the world’s development
the world a bit better how would you do
that how would you start doing that
first of all I will totally advise you
think about your USP
and this is not the easiest think about
your USP what is your unique selling
point what makes you different to your
colleague to your friend and most of the
time it’s not probably trust your
business experience it’s your personal
development with your personal
experiences with your customers with
your colleagues secondly think about
your values what are you standing for
what I have really the values which
drive you since you born since you’re
educated do they change sometimes they
change a bit and then about you Karen
are your competences what are your
competences so on the end of the day you
should bring together it’s like a filter
you put everything in there bring
together like this one positioning Who
am I I don’t know who have you heard
about an elevator pitch it’s a similar
methodology so in a sentence who are you
and the big question you can take away
for tonight and think about tomorrow as
whom you you would like to be recognized
in a year from now if you have that
answer your personal brand positioning
is almost there
and then you go on and think about okay
which channels do I use it could be
drives of course digital depending on
the subject I think there is no way out
you have to use that and it’s good
because as we learned before the my
typically multiplicator are big it’s
much faster you know in my old analog
world took me probably about 15 years to
build up my brand today it’s month
sometimes four weeks
so it’s speeding up dramatically so
think about how you want to build up
your personal brand and think about the
channels you use think about your net
work slash communities who could be a
great multiplicator for your message for
your idea and if you bring that all
together I promise just do not forget
about passion because you know I’m doing
a lot of practicing on stage and I never
ever had a speaker on stage being
passionated and not a good speaker
because if you’re passionate it if you
burn about another year and you really
want to tell and share with the world
your idea there is no way that your
stoppable here and this is my wish to
you I want you to be unstoppable if you
really want to go for it
if you really build up your personal
brand think about the channels digital
channels you’re gonna use for and then
you’re unstoppable and this is what’s my
wish to you you’ve gotta be unstoppable
change the world make it a bit better
with your personal individual idea and
rock the world or thanks the word thank
you so much
[Applause]
can you imagine four weeks ago there was
a flagship store opened in Milan Italy
and early in the morning thousands of
people were waiting in line actually
they were not waiting in line because
we’re talking Italy it was a big crowd
the store is owned by Chiara virani
she is a fashion blogger she’s 25 years
old and she opened up her personal
flagship store branding products with
her personal brand
can you imagine I’m still getting
goosebumps if I think about this story
this is her logo so any product in this
store is branded with her logo for me
this is a super example for a digital
print built in the digital world only
purely the business communication is
changing totally why digital comes into
the game teenagers become micro
celebrities we have hundred thousands of
followers while sharing private pictures
from the private life with a friend’s
eating drinking doing whatever this is
massive changing communication and with
the blogging the business blogging it
does influence the business
communication how about you if you would
think about yourself if you would have
had a fantastic brilliant unique idea
which would change the world ten years
ago how would you
made it popular how would you have it
published so not just your network your
community knows about it
anyone out there thousands millions me
myself and I I wrote letters I’m a bit
older you know so I wrote letters I
established my network everyone was
doing that in the real world knows it’s
really time-consuming and it’s an
investment I wrote a book this is why
I’m also on stage before I never went on
stage because I said I’d never do that
ever so I did a lot in the analog world
to become a brand more and more a
personal brand what’s happening today is
influencing and impacting on a contact
base massively so there is a study it’s
not supposed to be read so don’t even
try there’s a study from Wall Street
Journal together with Facebook they have
done about two years ago and they put
content online part of the content was
on the liberal side so they tested some
political opinion buildings and part of
the content was on the conservative side
and guess what happened a small content
you got from the blue or from the red
it’s more influenced you got about the
same which is really really carefully to
be watched there are people out there
saying this is why Trump won and B
became a president because if you get
more equality the silo information if
you get more and more of the same
information it’s not just politics
I’m listening a lot to music and I have
a certain style but sometimes I like to
get new ideas in and out all the time
and also hearing something I would never
know
a year but with all this music channels
have out there you get something more
what you have heard yesterday but
similar and after a while I realized wow
this is pretty boring I want to have you
know something disturbing something
totally new and I think for me this is
really a big fear I have myself that we
are not being colorful anymore that we
get in the right and the green or in the
blue and getting more of the same and
this is my negative take away from the
tribe development you really have to be
awake and always watching which sort of
content are you consuming couple of
weeks ago I went to a conference in
Amsterdam and I’m sure you all had
similar experiences and I was meeting
friends and I was the one because I was
a bit aware about the area in Amsterdam
and I was the one talking are telling
people where to meet you know where
could you go shopping where where I have
you which hotel are you using and I went
online and there are all these services
out there which was super helpful and I
never ever want to miss it again but you
know what happened after I went on so
after Amsterdam I went to Munich I was –
three days later in Munich and still got
information about Amsterdam there’s a
new restaurant opening up so again it’s
not a tripe in the classical way but
still you consuming more of the same and
I think we have to watch that and really
take that in mind so what does that mean
for you building up a personal brand and
this is by the way much bigger than the
tripe communication part but still it’s
the basis so if you really want to
become a personal brand because you have
an idea a message where you think the
world should know about it you want to
impact the world’s development
the world a bit better how would you do
that how would you start doing that
first of all I will totally advise you
think about your USP
and this is not the easiest think about
your USP what is your unique selling
point what makes you different to your
colleague to your friend and most of the
time it’s not probably trust your
business experience it’s your personal
development with your personal
experiences with your customers with
your colleagues secondly think about
your values what are you standing for
what I have really the values which
drive you since you born since you’re
educated do they change sometimes they
change a bit and then about you Karen
are your competences what are your
competences so on the end of the day you
should bring together it’s like a filter
you put everything in there bring
together like this one positioning Who
am I I don’t know who have you heard
about an elevator pitch it’s a similar
methodology so in a sentence who are you
and the big question you can take away
for tonight and think about tomorrow as
whom you you would like to be recognized
in a year from now if you have that
answer your personal brand positioning
is almost there
and then you go on and think about okay
which channels do I use it could be
drives of course digital depending on
the subject I think there is no way out
you have to use that and it’s good
because as we learned before the my
typically multiplicator are big it’s
much faster you know in my old analog
world took me probably about 15 years to
build up my brand today it’s month
sometimes four weeks
so it’s speeding up dramatically so
think about how you want to build up
your personal brand and think about the
channels you use think about your net
work slash communities who could be a
great multiplicator for your message for
your idea and if you bring that all
together I promise just do not forget
about passion because you know I’m doing
a lot of practicing on stage and I never
ever had a speaker on stage being
passionated and not a good speaker
because if you’re passionate it if you
burn about another year and you really
want to tell and share with the world
your idea there is no way that your
stoppable here and this is my wish to
you I want you to be unstoppable if you
really want to go for it
if you really build up your personal
brand think about the channels digital
channels you’re gonna use for and then
you’re unstoppable and this is what’s my
wish to you you’ve gotta be unstoppable
change the world make it a bit better
with your personal individual idea and
rock the world or thanks the word thank
you so much
[Applause]
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