I was scanning my email a few minutes ago and happened upon an "invite" issued by a Facebook "friend" to attend an event by someone promoted to be a "North American master". I realized in that split second of reaction to the stated "credentials" that I do not place much credence in such monikers. The fellow may be very good at what he does, perhaps a master at his trade, and the moniker may even be something someone else pinned on him, but I wonder how effective such promotion really is...
Perhaps a relevant question is, "How much credence do YOU put on such promotional adjectives and why?"
I'm reading a book titled Branding Faith by Phil Cooke about this very topic. Maybe the reaction that I have to these reputed credentials is testament to my perception that these are not significant contributors to one's "brand" -- and if this is not contributing to the "brand" for this particular person, then why use it in a promotion? Or maybe it is an effective expression of this person's "brand" and I'm just an "odd case".
Perhaps a relevant question is, "How much credence do YOU put on such promotional adjectives and why?"
I'm reading a book titled Branding Faith by Phil Cooke about this very topic. Maybe the reaction that I have to these reputed credentials is testament to my perception that these are not significant contributors to one's "brand" -- and if this is not contributing to the "brand" for this particular person, then why use it in a promotion? Or maybe it is an effective expression of this person's "brand" and I'm just an "odd case".
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