David Birchall said: “Times are certainly changing, and they are changing at speed. If business owners are serious about attracting attention to a brand, they must realise the need to not only promote their business, but also to promote themselves as a brand.”
People continue to move away from favouring a large brand and are more tuned into liking people. Consequently, Authority branding and Positioning tactics are gaining mainstream appeal, and business leaders are definitely talking about it.
John Jantsch, author of best seller Duct Tape Marketing, said in an article for Entrepreneur Magazine, “Building personal brand authority is perhaps the most important element of marketing today for a brand, business, or individual trying to gain an edge.
It does not matter how big or small an audience you might command, it is all about communicating to the right people who believe in your point of view or way of doing business.”
A story featured on Fox News informs us that, “The simple truth is, if you are not deliberately, systematically, methodically – or rapidly and dramatically – establishing yourself as a celebrity, at least to your clientele and target market, you are asleep at the wheel, ignoring what is fuelling the entire economy around you, and neglecting the development of a measurably valuable asset.”
Daniel Newman, a contributor for Forbes Magazine wrote, “Influencers may be marketing’s next ‘golden goose,’ as people no longer trust ads, but they do trust people. More accurately, they trust a voice of authority.”
Loraine Birchall, Partner at Artemis Media UK went on to say: “The demand for authority branding and positioning services is growing due to all the recent media coverage; we have seen a loss of faith with some types of online marketing but, an increase in connecting with individuals and Artemis Media UK will service that need.