“The person is a product themselves—regardless of what they’re selling.” As one of the youngest executives in the history of Sony Music Entertainment, Laura Bull worked to transform people into powerful platforms. Now she consults and teaches these lessons, which are also featured in her new book From Individual to Empire. We discussed all of this and more, this week on the On Brand podcast.
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About Laura Bull
Laura Bull spent ten years with Sony Music Entertainment becoming one of the company’s youngest executives at the age of twenty-eight. There she spearheaded artist development and marketing for global brands including Carrie Underwood and Brad Paisley. Laura is now a consultant, speaker, and adjunct professor teaching disciplines in marketing and music business. She is an expert who specializes in marketing and transforming people into viable brands by offering insurmountable knowledge to teach others what it takes to become a powerful “influencer.” She currently resides in Dallas with her husband and daughter.
Why do so many misunderstand personal branding? “I think it’s the Don Draper version of marketing with a personal brand as a celebrity endorser.” Laura walked us through the history of influencer marketing from this stage to the modern media landscape where celebrities profit from many different sources including their platform.
Where does influencer marketing fit in? “It’s sort of the wild, wild west—there are no real metrics,” Laura cautions. “That’s why I always encourage people to look at how someone’s business is doing. Not just the internet metrics.”
“A lot of people confuse purpose and passion,” notes Laura. “Passion is what you like to do.” We discussed how personal brands should establish a brand statement (like a company’s mission statement) using the framework from Laura’s book.
“The psychology of influence is centered around shared values.” While stressing that personal brands should strive for authenticity, Laura frames this squarely around finding shared values with your people—your audience.
What brand has made Laura smile recently? “I have to go with John Krasinski and Some Good News!” Laura noted that this web series consistently brings a smile—and occasionally—an “ugly cry” to her face. I wrote about this show and other celebrity content lessons recently on my blog.
As We Wrap …
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On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
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