A funeral is a branding exercise

“The woman seated next to me on the plane told me her name was Stefanie but that she went by Adventure Girl … Then Adventure Girl asked me what my brand was. No one had ever asked me that before.”

Thus begins a quest by Joel Stein to find his brand.

“To get my brand out there, I consulted Amy Jo Martin, whose company, Digital Royalty, creates social-media strategies to increase the reach of people like Shaquille O’Neal. Martin wanted to define my brand further and asked me to describe myself. I told her I was lazy, self-involved and sexually frustrated. Martin, who is very good at her job, turned “lazy” into “needing stimulation,” which she then turned into “dynamic” and finally “rock star.” She transformed “self-involved” into “open.” Starting to get it, I suggested that “sexually frustrated” is really just “sexy.” “I think the first two for sure,” she said.

“By the end of our conversation, Martin had convinced me that in the age of Facebook, Twitter, YouTube and Flickr, putting out an exaggerated version of your personality is necessary. Sure, we want the people in our lives to have a full understanding of us, but controlling our shorthand is a good idea. It’s like our superhero costumes, only not necessarily supergay. If you don’t give your brand some thought, you become the guy whose funeral is all about how much he loved the Mets.

“”A funeral is the ultimate brand evaluation,” Martin said.”

What an interesting idea!

Read the whole piece here.