Personal Branding & Culture - AIESEC - University of Antwerp - Sirous Kavehercy

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Guest lecture at the University of Antwerp 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 is not as effective 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.

Marketing Technology Business

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
PERSONAL
BRANDING
& CULTURE
Sirous Kavehercy
November 2013, Antwerpen

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
THERE IS
NO UNIVERSAL
PERSONAL BRANDING!

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
PERSONAL BRANDING
IS THE PRACTICE OF PEOPLE MARKETING
THEMSELVES
&
THEIR CAREERS AS
SOURCE: WIKIPEDIA

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
CLOTHING
APPEARANCE
BEHAVIOR
ONLINE PERSONALITY
NETWORKING
KNOWLEDGE
EXPERTISE
REPUTATION

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
BUT IS THERE A
UNIVERSAL CONCEPT
OF PERSONALITY?

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
COLLECTIVE PROGRAMMING
OF THE HUMAN MIND
Prof. Geert Hofstede

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
Symbols
Heroes
Rituals
Values

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
Needs
Assumptions
Attitudes
Expectations
Perceptions
Hierarchy
Identity
Societal
Drivers
Context
Virtues
Behavior

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
CULTURE IS HOW
WETHINK
ACT
ORGANIZE
RELATE
PERCEIVE

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
WHAT DOES
CULTURE
HAVE TO DO
WITH
BRANDING?

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
SENDER RECEIVER
ENCODE
ATTITUDE
EXPERIENCE
PERCEPTIONS
MEDIA CHOICE
DECODE
ATTITUDE
EXPERIENCE
PERCEPTIONS
MEDIA CHOICE
NOISE
SOURCE: Schramm (1955), Shannon & Weaver (1962)
MESSAGE
FEEDBACK
COMMUNICATION MODEL
WESTERN & SENDER-ORIENTED

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
CHALLENGES
1. UNIVERSAL APPLICABLITY
2. INFLUENCE OF NEW MEDIA

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
EMPATHY

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
WHAT
WE COMMUNICATE &
HOW
WE ARE PERCEIVED
CULTURE

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
FORUMS
SOCIAL MEDIA
PARTICIPATION
NETWORKING
SHARING
BLOGGING
PERSONAL WEBSITE
CONTENT

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
NEW MEDIA
COMPLEXITY
COMMUNICATION

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
CULTURE INFLUENCES
OUR INTERACTIONS
UNDERSTANDING HOW

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
PROF. GEERT HOFSTEDE
5 DIMENSIONS MODEL FOR CULTURAL DIFFERENCES
1. POWER DISTANCE
2. INDIVIDUALISM VS. COLLECTIVISM
3. MASCULINITY VS. FEMININITY
4. UNCERTAINTY AVOIDANCE
5. LONG-TERM ORIENTATION
SOURCE: HTTP://GEERT-HOFSTEDE.COM

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
BRANDING IS ROOTED IN
INDIVIDUALISM

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
independent
self-management
autonomous
unique
abilities
values
motives
sociable
characteristics

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
CULTURAL DIVERSITY
INDIVIDUALISTIC VS. COLLECTIVISTIC

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
9%
ME
91%
WE
WORLD POPULATION
INDIVIDUALISTIC VS. COLLECTIVISTIC

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
INDEPENDENT
PREDICTABLE BEHAVIOR
PERSONAL
INDIVIDUALS
FACE
TASKS
INTERDEPENDENT
CONTEXTUAL BEHAVIOR
HOLISTIC
IN-GROUP/OUT-GROUP
(LOSS OF) FACE
RELATIONSHIP
9% 91%

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
How to be
UNIVERSALLY
RELEVANT

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
DON’T 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!

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
TAKE AWAYS
PERSONAL BRANDING & NETWORKING

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
LISTEN

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
RESEARCH & LEARN

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
SET A GOAL

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
FIND YOUR
ADDED VALUE

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
SELECT YOUR
CHANNEL

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
CONNECT

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
1. LISTEN
2. RESEARCH & LEARN
3. SET A GOAL
4. FIND YOUR ADDED VALUE
5. SELECT YOUR CHANNELS
6. CONNECT

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
SAME
PERSON,
DIFFERENT
IMAGES

© 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com
http://geert-hofstede.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
CREDITS & THANKS
IMAGES/CONTENT/REFERENCE
YOU MAY USE THE SLIDES AS IS FOR REFERENCE PURPOSES. REPRODUCTION AND MODIFICATION OF
THE CONTENT & DATA IS NOT ALLOWED WITHOUT PRIOR PERMISSION.
FOR FURTHER INFO PLEASE FEEL FREE TO CONTACT INFO@TRIPYLONMEDIA.COM.

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Personal Branding & Culture - AIESEC - University of Antwerp - Sirous Kavehercy

5. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com PERSONAL BRANDING IS THE PRACTICE OF PEOPLE MARKETING THEMSELVES & THEIR CAREERS AS SOURCE: WIKIPEDIA

6. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com CLOTHING APPEARANCE BEHAVIOR ONLINE PERSONALITY NETWORKING KNOWLEDGE EXPERTISE REPUTATION

10. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com Needs Assumptions Attitudes Expectations Perceptions Hierarchy Identity Societal Drivers Context Virtues Behavior

13. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com SENDER RECEIVER ENCODE ATTITUDE EXPERIENCE PERCEPTIONS MEDIA CHOICE DECODE ATTITUDE EXPERIENCE PERCEPTIONS MEDIA CHOICE NOISE SOURCE: Schramm (1955), Shannon & Weaver (1962) MESSAGE FEEDBACK COMMUNICATION MODEL WESTERN & SENDER-ORIENTED

17. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com FORUMS SOCIAL MEDIA PARTICIPATION NETWORKING SHARING BLOGGING PERSONAL WEBSITE CONTENT

20. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com PROF. GEERT HOFSTEDE 5 DIMENSIONS MODEL FOR CULTURAL DIFFERENCES 1. POWER DISTANCE 2. INDIVIDUALISM VS. COLLECTIVISM 3. MASCULINITY VS. FEMININITY 4. UNCERTAINTY AVOIDANCE 5. LONG-TERM ORIENTATION SOURCE: HTTP://GEERT-HOFSTEDE.COM

22. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com independent self-management autonomous unique abilities values motives sociable characteristics

25. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com INDEPENDENT PREDICTABLE BEHAVIOR PERSONAL INDIVIDUALS FACE TASKS INTERDEPENDENT CONTEXTUAL BEHAVIOR HOLISTIC IN-GROUP/OUT-GROUP (LOSS OF) FACE RELATIONSHIP 9% 91%

32. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com DON’T 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!

40. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com 1. LISTEN 2. RESEARCH & LEARN 3. SET A GOAL 4. FIND YOUR ADDED VALUE 5. SELECT YOUR CHANNELS 6. CONNECT

42. © 2013 Tripylon Media. No Unauthorized Reproduction Or Distribution. @SirousKavehercyhttp://www.tripylonmedia.com http://geert-hofstede.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 CREDITS & THANKS IMAGES/CONTENT/REFERENCE YOU MAY USE THE SLIDES AS IS FOR REFERENCE PURPOSES. REPRODUCTION AND MODIFICATION OF THE CONTENT & DATA IS NOT ALLOWED WITHOUT PRIOR PERMISSION. FOR FURTHER INFO PLEASE FEEL FREE TO CONTACT INFO@TRIPYLONMEDIA.COM.

Personal Branding & Culture - AIESEC - University of Antwerp - Sirous Kavehercy

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