Personal branding? Bah! Humbug!

Rochelle "Shelly" Lazarus, the former CEO (now Chair Emeritus) of Ogilvy & Mather.

Rochelle “Shelly” Lazarus, the former CEO (now Chair Emeritus) of Ogilvy & Mather.

“I hate it when people talk about personal brand.  Those words imply that people need to adopt identities that are artificial and plastic and packaged, when what actually works is authenticity.  One of the fabulous things I’ve enjoyed about my career is collaborating with so many leaders across different industries and countries, and without exception the successful ones have been comfortable in their own skin.  Resilience —the ability to hang in there when things are difficult—is critical in a career, and if you’re spending every hour of the day pretending to be someone you’re not, you’ll be exhausted and won’t have the energy needed to face your real work. On the flip side, if you’re genuinely excited about what you’re doing, and have that light in your eyes, it will attract other people to you, and motivate them.”

How’s that for pouring cold water on the concept of personal branding?

This is the view of Shelly (Rochelle) Lazarus who helped to building brands when she was a part of Ogilvy & Mather. She spent over 40 years at the famed global agency and worked with brands like IBM, Ford, American Express and Unilever. After breaking through advertising’s ‘glass ceiling’ Lazarus became Ogilvy & Mather’s Chairman and CEO.

“What does this business trailblazer, Advertising Hall-of-Famer and current Board member of Merck, G.E. and Blackstone recommend to people who want to build their own brand?” asks Bloomberg during an inspirational and eye-opening interview with Lazarus. Read this great interview with the advertising great at Bloomberg.