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    Guest lecture at the University of Antwerp, November 2013 Is it possible to establish a universal and consistent personal brand? What is the role of culture? How about the effect of new media? This presentation will provide insights into these questions. Culture plays an important role in how you are perceived. Having been rooted in individualistic cultures, personal branding does not have the same effect in various parts of the world. This presentation discusses how culture influences one’s image and what you should be aware of when you apply branding guidelines developed in the Western world to other cultures.

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    PERSONAL BRANDING-CULTURE-AIESEC-UNIVERSITYOFANTWERP-SIROUS-KAVEHERCY

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    Guest lecture at the University of Antwerp, November 2013 Is it possible to establish a universal and consistent personal brand? What is the role of culture? How about the effect of new media? This presentation will provide insights into these questions. Culture plays an important role in how you are perceived. Having been rooted in individualistic cultures, personal branding does not have the same effect in various parts of the world. This presentation discusses how culture influences one’s image and what you should be aware of when you apply branding guidelines developed in the Western world to other cultures.

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    58 views42 pages

    Personal Branding-Culture-Aiesec-Universityofantwerp-Sirous-Kavehercy

    Uploaded by

    Sirous Kavehercy
    Guest lecture at the University of Antwerp, November 2013 Is it possible to establish a universal and consistent personal brand? What is the role of culture? How about the effect of new media? This presentation will provide insights into these questions. Culture plays an important role in how you are perceived. Having been rooted in individualistic cultures, personal branding does not have the same effect in various parts of the world. This presentation discusses how culture influences one’s image and what you should be aware of when you apply branding guidelines developed in the Western world to other cultures.

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    of 42

    PERSONAL BRANDING

    & CULTURE
    Sirous Kavehercy
    November 2013, Antwerpen

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    THERE IS

    NO UNIVERSAL PERSONAL BRANDING!

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    PERSONAL BRANDING
    IS THE PRACTICE OF PEOPLE MARKETING

    THEMSELVES
    &

    THEIR CAREERS AS

    SOURCE: WIKIPEDIA
    http://www.tripylonmedia.com 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    CLOTHING APPEARANCE BEHAVIOR ONLINE PERSONALITY NETWORKING KNOWLEDGE EXPERTISE REPUTATION

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    BUT IS THERE A UNIVERSAL CONCEPT OF PERSONALITY?

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    COLLECTIVE

    PROGRAMMING OF THE HUMAN MIND


    Prof. Geert Hofstede
    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    http://www.tripylonmedia.com

    Symbols Heroes Rituals

    Values
    http://www.tripylonmedia.com 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    Behavior

    Hierarchy Identity Societal Drivers Context Virtues


    http://www.tripylonmedia.com

    Needs Assumptions Attitudes Expectations Perceptions

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    CULTURE

    IS HOW

    WE
    THINK ACT ORGANIZE RELATE PERCEIVE
    http://www.tripylonmedia.com 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    WHAT DOES CULTURE HAVE TO DO WITH BRANDING?


    http://www.tripylonmedia.com 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    COMMUNICATION MODEL
    WESTERN & SENDER-ORIENTED
    ENCODE ATTITUDE EXPERIENCE PERCEPTIONS MEDIA CHOICE NOISE MESSAGE DECODE ATTITUDE EXPERIENCE PERCEPTIONS MEDIA CHOICE

    SENDER

    FEEDBACK

    RECEIVER

    SOURCE: Schramm (1955), Shannon & Weaver (1962)


    http://www.tripylonmedia.com 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    CHALLENGES

    1. UNIVERSAL APPLICABLITY 2. INFLUENCE OF NEW MEDIA


    http://www.tripylonmedia.com 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    EMPATHY

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    CULTURE
    WHAT
    WE COMMUNICATE &

    HOW
    WE ARE PERCEIVED
    http://www.tripylonmedia.com 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    CONTENT

    SOCIAL MEDIA

    PARTICIPATION PERSONAL WEBSITE BLOGGING FORUMS NETWORKING


    http://www.tripylonmedia.com 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    SHARING

    NEW MEDIA
    COMPLEXITY
    COMMUNICATION

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    UNDERSTANDING HOW

    CULTURE INFLUENCES
    OUR

    INTERACTIONS
    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    http://www.tripylonmedia.com

    PROF. GEERT HOFSTEDE


    5 DIMENSIONS MODEL FOR CULTURAL DIFFERENCES

    1. 2. 3. 4. 5.

    POWER DISTANCE INDIVIDUALISM VS. COLLECTIVISM MASCULINITY VS. FEMININITY UNCERTAINTY AVOIDANCE LONG-TERM ORIENTATION

    SOURCE: HTTP://GEERT-HOFSTEDE.COM
    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    http://www.tripylonmedia.com

    BRANDING
    http://www.tripylonmedia.com

    INDIVIDUALISM

    IS ROOTED IN

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    autonomous unique independent sociable self-management

    abilities values motives characteristics

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    CULTURAL DIVERSITY
    INDIVIDUALISTIC VS. COLLECTIVISTIC

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    INDIVIDUALISTIC VS. COLLECTIVISTIC

    WORLD POPULATION

    9% ME
    http://www.tripylonmedia.com

    91% WE
    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    9%
    INDEPENDENT PREDICTABLE BEHAVIOR PERSONAL INDIVIDUALS FACE TASKS

    91%
    INTERDEPENDENT CONTEXTUAL BEHAVIOR HOLISTIC IN-GROUP/OUT-GROUP (LOSS OF) FACE RELATIONSHIP

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    How to be
    http://www.tripylonmedia.com

    UNIVERSALLY

    RELEVANT
    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    DONT ASSUME WHAT YOU BELIEVE IS RIGHT BE INTERESTED IN HOW YOU ARE PERCEIVED EMPATHIZE WITH OTHERS AND THEIR THINKING

    RELEVANCE IS ABOUT OTHERS NOT

    YOU!

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    PERSONAL BRANDING & NETWORKING

    TAKE AWAYS

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    LISTEN

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    RESEARCH & LEARN

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    SET A GOAL

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    FIND YOUR ADDED VALUE

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    SELECT YOUR CHANNEL

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    CONNECT

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    1. 2. 3. 4. 5. 6.

    LISTEN RESEARCH & LEARN SET A GOAL FIND YOUR ADDED VALUE SELECT YOUR CHANNELS CONNECT

    http://www.tripylonmedia.com

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    SAME PERSON, DIFFERENT IMAGES


    http://www.tripylonmedia.com 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

    CREDITS & THANKS


    IMAGES/CONTENT/REFERENCE
    http://geert-hofstede.com/ http://www.mariekedemooij.com/ http://ec.europa.eu/digital-agenda/en/media-policies http://hashtagsandstilettos.com/ http://www.bemisbalkind.com http://www.ecc-ideastomedia.com/ http://syndromeda.be/index.html http://mojomedialabs.com/ http://scholarworks.gvsu.edu/cgi/viewcontent.cgi?article=1014&context=orpc http://blog.craniumfitteds.com http://www.thinkadvisor.com/ http://crayon2papier.deviantart.com/art/Identity-146404155

    YOU MAY USE THE SLIDES AS IS FOR REFERENCE PURPOSES. REPRODUCTION AND MODIFICATION OF THE CONTENT & DATA IS NOT ALLOWED WITHOUT PRIOR PERMISSION.
    http://www.tripylonmedia.com

    FOR FURTHER INFO PLEASE FEEL FREE TO CONTACT INFO@TRIPYLONMEDIA.COM.

    2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercy

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