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Mythic personal brand

Giuseppe Cavallo
Giuseppe Cavallo

This document discusses how to build a personal brand using the hero's journey mythological structure. It suggests answering 6 questions to shape your personal brand story: 1) What do you want to change? 2) Who benefits from the change? 3) What values are at stake? 4) What is the new equilibrium sought? 5) Who is your opponent? 6) Who are your allies? By framing your personal brand story as a hero's journey where you work to establish a new equilibrium, you can make your brand story compelling and relevant to others.

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6 QUESTIONS Mythic Personal Brand TO BUILD YOUR Giuseppe Cavallo @gicavallo voxpopulilabs.com
Your personal brand is your story, told in ways that make it relevant to other people. A personal brand is fundamentally an unfolding story.
Our connection with the reality around us is 12% cognitive. A hefty subconscious. 88% happens in our
Myths have always been the way we humans connect with our subconscious. Hence... mythical story. Your personal brand is a
A hero is called re-establish a lost equilibrium. Goes through tests and trials that lead him or her to a symbolic death-and-resurrection experience. Returns from the experience with an elixir (a super-power). Defeats the villain and re-establishes the lost equilibrium. The hero's journey is the basic mythical narrative structure.
the hero's journey is the essence of Change From desequilibrium to equilibrium.
Your personal brand change agent. is a
Ask yourself 6questions. simple
1What do I want to change? Aim for big goals. People need you to represent their opportunity to change an unful鍖lling reality. Ask yourself
2Whom will the change benefit? Understand who are your stakeholders and clearly identify the bene鍖ciaries of your activity. Ask yourself
3What are the values at stake? What is the symbolic dimension of your activity? Are you defending the planet? Are you re-establishing equality of gender? Are you 鍖ghting poverty? Ask yourself
4What is the new equilibrium that I seek? Ask yourself what the world will be like, when you achieve your goals. Will it be a world of peace and harmony? A more hospitable planet? Will people live in equality? This is about your vision. Ask yourself
5Who is my opponent? Remember that your brand is the story of a hero. Stories have a simple rule: the stronger is the villain, the more interesting the hero. Choose a powerful opponent and 鍖ght fairly. Your public will be by your side. Ask yourself
6Who are my allies? Along his journey, the hero 鍖nds many allies. You will 鍖nd yours. Be alert, so that you will be able to recognize them. You need them and they need you. So be prepared to understand how you can help them and inconditionally give your support. Ask yourself
Giuseppe Cavallo is a senior marketing expert, author and speaker. After serving in multinational corporations for 25 years, he founded Voxpopuli, the 鍖rst agency for responsible marketing in Spain. Voxpopuli offers strategy consultancy and creative services to organizations with an ethical commitment and the pursuit of a life in natural harmony. Giuseppe published El Marketing de la Felicidad (The Happiness Marketing) in October 2015. The book is a manifesto that aims at showing how brands can thrive while contributing to building a better world. Giuseppe (Italy, 1964) lives in Barcelona, Spain with Oxana and is father to two wonderful children: Umberto and Linda.

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Mythic personal brand

  • 1. 6 QUESTIONS Mythic Personal Brand TO BUILD YOUR Giuseppe Cavallo @gicavallo voxpopulilabs.com
  • 2. Your personal brand is your story, told in ways that make it relevant to other people. A personal brand is fundamentally an unfolding story.
  • 3. Our connection with the reality around us is 12% cognitive. A hefty subconscious. 88% happens in our
  • 4. Myths have always been the way we humans connect with our subconscious. Hence... mythical story. Your personal brand is a
  • 5. A hero is called re-establish a lost equilibrium. Goes through tests and trials that lead him or her to a symbolic death-and-resurrection experience. Returns from the experience with an elixir (a super-power). Defeats the villain and re-establishes the lost equilibrium. The hero's journey is the basic mythical narrative structure.
  • 6. the hero's journey is the essence of Change From desequilibrium to equilibrium.
  • 9. 1What do I want to change? Aim for big goals. People need you to represent their opportunity to change an unful鍖lling reality. Ask yourself
  • 10. 2Whom will the change benefit? Understand who are your stakeholders and clearly identify the bene鍖ciaries of your activity. Ask yourself
  • 11. 3What are the values at stake? What is the symbolic dimension of your activity? Are you defending the planet? Are you re-establishing equality of gender? Are you 鍖ghting poverty? Ask yourself
  • 12. 4What is the new equilibrium that I seek? Ask yourself what the world will be like, when you achieve your goals. Will it be a world of peace and harmony? A more hospitable planet? Will people live in equality? This is about your vision. Ask yourself
  • 13. 5Who is my opponent? Remember that your brand is the story of a hero. Stories have a simple rule: the stronger is the villain, the more interesting the hero. Choose a powerful opponent and 鍖ght fairly. Your public will be by your side. Ask yourself
  • 14. 6Who are my allies? Along his journey, the hero 鍖nds many allies. You will 鍖nd yours. Be alert, so that you will be able to recognize them. You need them and they need you. So be prepared to understand how you can help them and inconditionally give your support. Ask yourself
  • 15. Giuseppe Cavallo is a senior marketing expert, author and speaker. After serving in multinational corporations for 25 years, he founded Voxpopuli, the 鍖rst agency for responsible marketing in Spain. Voxpopuli offers strategy consultancy and creative services to organizations with an ethical commitment and the pursuit of a life in natural harmony. Giuseppe published El Marketing de la Felicidad (The Happiness Marketing) in October 2015. The book is a manifesto that aims at showing how brands can thrive while contributing to building a better world. Giuseppe (Italy, 1964) lives in Barcelona, Spain with Oxana and is father to two wonderful children: Umberto and Linda.