The Face Behind the Brand: Why People Follow Personalities, Not Logos

Ever wonder why some brands seem to effortlessly dominate social media while others struggle to gain traction? The secret might surprise you – it's not about the brand at all. It's about the faces, personalities, and stories behind it.

In this edition, we’ll dive into:

• Bold personal brands crushing corporate marketing

• The untapped power of turning your team into brand advocates

• How stealth marketing is getting brands millions of fans

But first, let’s explore the most interesting stories from this week.

Headlines

Could Google Be Split Up? (Reuters)

• Big news: The U.S. Department of Justice is seriously considering breaking up Google. Yes, the same Google that practically owns online search and digital advertising. After a recent court ruling that put Google’s monopolistic practices in the spotlight, the DOJ is looking at dismantling key parts of its empire, like Android, Chrome, and AdWords.

• This isn’t just a shakeup for Google; it’s a potential reshaping of the entire tech ecosystem. A breakup means more competition, which could lead to lower ad prices, new opportunities to innovate, and a whole new landscape for digital marketing.

Strawberry 🍓 Hype — What’s Up with OpenAI’s Latest Tease? (Matthew Berman, the other one)

• OpenAI’s mysterious “Project Strawberry” is generating a social media frenzy of speculation, with many believing it will revolutionize AI reasoning and autonomy. Some big names in Silicon Valley are taking note, especially after a mysterious user known as “I rule the world Mo” dropped some serious hints about its potential.

• We’re talking about smarter, more autonomous AI systems that could transform how we make decisions, build products, and engage with customers. If you’ve been on the lookout for the next big thing to give you an edge, “Project Strawberry” might just be it.

Flux.1: The Future of Image Creation Is Here (TechRadar)

• Meet Flux.1, the new kid on the block that’s already making waves with its ability to create hyper-realistic images that are basically impossible to realize are AI. Developed by Black Forest Labs, this open-source tool might just be the next big thing in image generation, challenging heavyweights like Midjourney and Stable Diffusion. People are already creating jaw-droppingly real visuals, and while the tech is impressive, it’s also raising some eyebrows about potential misuse.

• Imagine having the power to generate stunning, lifelike images that can elevate your content to new heights. Keep an eye on this one; it could be the difference between good content and content that really stands out.

Google and Meta’s Secret Teen-Targeting Pact Exposed (Financial Times)

• Google and Meta, two tech giants who are usually at each other’s throats, secretly teamed up to target teens on YouTube with Instagram ads. Despite Google’s own rules against targeting under-18s, they allowed ads aimed at 13 to 17-year-olds to run under the radar. The campaign was designed to keep teens from flocking to TikTok, and it was only shut down after a bombshell report exposed the shady deal.

• Seriously? Not only are these tech giants monopolizing markets, but they’re also getting caught red-handed hurting our society. Add TikTok’s sketchy safety record into the mix, and it’s clear we have a real problem on our hands. This is exactly what Connyct aims to solve — a safer, smarter social app launching soon for college students. Let’s do better.

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The Power of Personal Connection

Think about it: when was the last time you felt a deep, emotional connection with a corporate logo? Now, compare that to how you feel about your favorite influencer or thought leader. There's a world of difference, right?

This psychological quirk is reshaping the landscape of social media marketing. Let's dive into some eye-opening examples:

1. The Tech Visionary: Sam Altman vs. OpenAI Despite OpenAI's larger follower count, Sam's tweets often get 2-3x more engagement. People aren't just following AI development; they're invested in Sam.

2. The Product Innovator: Federico Simioni (Evernote's product head) vs. Evernote Federico's posts consistently outperform Evernote's official account in organic engagement, showcasing the power of an insider's perspective. For context the official Evernote account has over 1mm followers and Federico is under 5k.

3. The Startup Storyteller: Tyler Denk and Beehiiv Tyler's personal brand has become synonymous with Beehiiv's success, giving followers a front-row seat to the startup journey.

4. The Empowering Entrepreneur: Sara Blakely and Spanx Sara's personal story of resilience and innovation has become inseparable from the Spanx brand, inspiring customers and aspiring entrepreneurs alike.

Beyond the Founder: Empowering Your Entire Team

While having a charismatic founder or CEO as the face of the company can be powerful, forward-thinking brands are taking it a step further by empowering their entire team to become brand ambassadors. Let's look at how Beehiiv is leading the charge in this area:

Beehiiv's Team Empowerment Strategy:

1. Systematized Approach: Beehiiv has created a structured system for involving team members in marketing efforts, from product drops to ongoing content creation.

2. Diverse Channels: They leverage a mix of company social accounts, personal accounts (including the CEO's), newsletters, and even customer social accounts to create a "surround sound" effect.

3. Assigned Ownership: Different team members take charge of various aspects of each marketing campaign, from social video creation to blog posts and sales outreach.

4. Incentivized Participation: By making marketing a company-wide effort, Beehiiv ensures that team members are invested in the brand's success.

Why This Works:

• Authenticity at Scale: Multiple team members sharing their genuine excitement feels more authentic than singular corporate messaging.

• Diverse Perspectives: Different team members can speak to various aspects of the product or company culture, providing a well-rounded view of the brand.

• Expanded Reach: Each team member brings their own network, significantly expanding the brand's potential audience.

• Employee Engagement: Involving team members in brand building fosters a stronger connection to the company's mission and success.

The Stealth Approach: When Brands Go Incognito

While personal branding and team empowerment focus on putting faces to the brand, there's another innovative strategy gaining traction: stealth brand accounts. This approach allows brands to experiment, engage, and grow in ways that traditional branded accounts can't. Let's explore:

What Are Stealth Brand Accounts?

Stealth accounts are social media profiles that appear to be run by individuals or niche content creators but are actually controlled by brands. They might not (but often do) explicitly mention their connection to the main brand, allowing for more authentic and relatable content.

Case Study: Dupe - Mastering the Art of Stealth Marketing

Dupe, the AI-powered furniture finder, has taken stealth marketing to new heights:

1. Organic & "Spicy" Content: They create intriguing narratives like "I fell for a Furniture price scam and I built this to fight back."

2. "Accidental" Reveals: Using phrases like "I accidentally revealed this shopping hack..." to create a sense of insider knowledge.

3. Algorithm Mastery: Dupe's founder meticulously studies each platform's algorithm to optimize content for virality.

4. Network of Stealth Accounts: They utilize multiple company-owned, creator-run accounts that mimic Dupe's style without explicit branding.

The Airbud Playbook: Scaling Content Creation

While Dupe focuses on quality and algorithmic optimization, Airbud takes a different approach:

1. Mass Recruitment: Hiring dozens of students and young people to manage accounts.

2. High-Volume Posting: Each account posts 2-4 videos per day, some up to 10.

3. Simple Content Formula: One-shot videos with text overlay hooks, featuring everyday activities or trends.

4. Performance Metrics: The best accounts see up to 17% of videos performing 10x better than the median.

5. Continuous Optimization: Underperforming accounts are cut, successful strategies are iterated upon.

Why Stealth Accounts Work:

• Authenticity: Content feels less like advertising and more like peer recommendations.

• Experimentation: Brands can test different content styles without risking their main account's reputation.

• Algorithm Advantage: Multiple accounts increase chances of hitting viral trends and reaching wider audiences.

• Niche Targeting: Each account can focus on specific aspects of the product or brand, appealing to different audience segments.

Putting It All Together: Your Action Plan

1. Identify Your Brand Personalities: Who in your organization has the potential to become a thought leader or influencer?

2. Create a Team Empowerment Strategy: Develop guidelines and resources for employees to share about your brand on their personal platforms.

3. Consider Stealth Accounts: If appropriate for your brand, experiment with creator-run accounts that align with your brand values without explicit branding.

4. Diversify Your Approach: Combine personal branding, team empowerment, and stealth strategies for a comprehensive marketing approach.

5. Monitor and Iterate: Keep track of which strategies perform best and be ready to adapt.

The Future of Brand-Consumer Relationships

As we navigate this new landscape, one thing is clear: the brands that will thrive are those that can create genuine connections with their audience. Whether through strong personal brands, empowered teams, or clever stealth strategies, the key is authenticity and value.

Remember, in the age of information overload, trust is the ultimate currency. By creating content that truly resonates with your audience and leveraging these innovative strategies, you're not just gaining followers – you're building a community.

What's your take on these marketing strategies? Have you experimented with personal branding, team empowerment, or stealth accounts? Share your thoughts and experiences in the comments below!

Ready to make your brand unforgettable? 

et’s talk about how you can harness the power of personal branding, team advocacy, and stealth marketing to elevate your business. Because in today’s world, it’s not just about being seen – it’s about being remembered. Ready to take the next step? Let’s create something extraordinary together.