Those Ebay auctions are getting fancier. Instead of merely auctioning a forehead or chest for advertising purposes, one Australian is selling his life. He won’t kill himself, but he expects to sell his persona to a buyer, who is then required by contract to take over his friendships, girlfriends, hobbies and job. This even includes the seller’s name and identity. The seller then assumes a new identity—a rebranding—and buggers off somewhere else.
   From a branding perspective, this is interesting. We always go on about how the organization is like a person, except more complex, because it has to manage individuals within it and endow them in some way, while at work, with the organizational personality.
   But how complex is the individual? Given what the seller and buyer have to do, the interactions one person has with his “audience” are numerous. Now transfer that to an organization and tell me that professional brand consultants don’t deserve hefty fees. (I said professional: I do not mean phoneys who come in with a mere logo and depart with a large invoice.) Posted by Jack Yan, 23:10  permalink

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