Newspaper article The Journal (Newcastle, England)

Who Do You Think You Are?

Newspaper article The Journal (Newcastle, England)

Who Do You Think You Are?

Article excerpt

Byline: Ben Gerrard

WE'RE working with a lovely chap off the television at the moment. We're helping him to build a brand and it's really hard. It's hard because the brand we're helping him to build - is himself.

The practical aspects; the platforms and media to use are quite easy. It's the questions we're asking him that are difficult.

His blog will be amazing. A place where this enigmatic man can tell the world how he's feeling, what he is doing and - crucially 'what he is'.

He can define himself - distinctly - by what he believes in. With our help, he'll build his brand online.

He's accepted 'Rule One' - Awareness raising for the sake of it is a complete waste of energy.

He's accepted 'Rule Two' - Brand building should underpin all communication, building a distinct persona that people understand, relate to and buy into easily.

We know people currently talk about this popular guy in many different ways. The key is to manage what they say. …

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