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Alumnus awarded Marketing Book of the Year (2019)

Marketing Book of the Year & Felix Mörée

The recipient of the prestigious award for the Marketing Book of the Year 2019 is alumnus Felix Mörée (with co-authors Hermann Simon and Andreas Jonason), who wrote the book Get paid – Why price is everything (Ta betalt – Hur pris påverkar allt). All three authors work with commercial strategy on a daily basis at Simon-Kucher & Partners.

As pricing is currently very topical, Felix Mörée believes this is one of the reasons that this particular book was awarded the prize. According to the jury, the book is written with a practical approach that combines theory with concrete examples. Mörée says that it is possibly pricing in particular that is the most forgotten leveraging tool for profitable business and that pricing has the largest and, in most cases, the fastest impact on a company’s profits.

“Companies increasingly understand that they can boost their profit significantly through smart pricing. Digitisation also plays an important role here, as cost-based pricing that companies have traditionally used no longer works. Digital products have a near-zero marginal cost and companies therefore need to apply value-based pricing.”

Another aspect that companies have understood is that cost savings can take months or years to implement, while in many cases price changes can be implemented directly, he explains.

“Many people believe that prices are set according to some kind of natural law. However, it is possible for companies to have much more of an impact on prices and clients’ willingness to pay than they may believe. There are many dimensions to consider when setting prices – from price positioning to psychological factors.”

Felix Mörée’s 4 best tips on how to succeed with pricing as a business owner

1. Price = value.
In Latin, the word for price is the same as the word for value – remember that, and repeat it daily. A good and basic guiding principle for price setting is to remember that the price should reflect the value. It sounds obvious, but far too many companies fail in this respect.

2. Differentiate more.
Your clients are not the same, so your offers should not be the same. Make sure you adapt offers and prices according to client needs.

3. Make pricing a part of the company’s DNA.
Pricing should be a central part of product development – if you think about the price at an early stage it is more likely you that you will develop a product or service that clients actually want to pay for.

4. Choose a pricing model that communicates value.
Ensure that the pricing model and metrics reflect the value you get from the product. On our recommendation, a crane company changed their price metrics from price per crane to price per crane load because it was the crane load that created value for the crane company’s clients. Given that it is possible to measure more today, it is possible to be very innovative here – think beyond metrics based on price per hour or price per licence in favour of price per use and actual value creation.

 

Text: Helga Heun

2020-02-05

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We went live this morning…

…and broadcasted our annual Lucia celebration!

At 08:30 this morning, Carolinae Damkör began their Lucia procession in Pelarsalen in the University Main Building. They sang so beautifully that some of us from the Alumni Office even cried… 

We broadcasted the celebration live this morning and had over 1600 people watching! If you missed it, the video is still available for everyone to watch on Lund University’s YouTube channel. Here is the video: 

 

We hope that all of you have a wonderful Lucia and make sure that you treat yourself to a lot of saffron buns and ginger bread cookies today! 

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Quiz: How much do you know about Lucia?

Tomorrow it’s 13 December, also known as Lucia Day in Sweden. Characteristic for Lucia Day is of course the Lucia procession, where people dressed in full-length gowns sing traditional songs lead by a “Lucia” who wears “light in her hair” – i.e. candles in a wreath on her head. Lucia is one of Sweden’s more atmospheric traditions. There is really something special about starting your morning in a room with dimmed lights, while the sound of the Lucia procession’s singing grows as they enter from an adjacent room.

If you’re not able to go to a traditional Lucia celebration this year, don’t worry! There is still a chance for you to experience this lovely Swedish tradition. The Alumni Network is hosting a live broadcast of the Lucia performance by the talented Carolinae Damkör. So head over to LU’s event page tomorrow (13 December) at 08.30 (Swedish time) to watch the moving performance live on the web. 

Until then, why not find out how much you actually  know about Lucia, by taking our Lucia quiz below:

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How to get a job in Sweden

On 26 November, the Alumni Network hosted a panel discussion where we invited three international alumni to share their experiences on finding a job in Sweden. Marketa, Angel and Allisa, our three panelists, all had some great tips to share with the audience.

Our three panelists: Marketa, Allisa and Angel

Allisa Lindo, Angel Nikolov and Marketa Urbanova were our three panelists of the night. Allisa now works as a Growth Marketing Manager, Angel as a Sales Development Representative and Marketa works as a Client Engagement Advisor. During the discussion they explained that it was not easy for them to find a job in Sweden. On the contrary, all three panelists agreed that finding a job after their graduation was a bit stressful (to say the least).

– I made a commitment to stay in Sweden. For me, not being an EU-citizen, it was very stressful since staying in Sweden meant I had to find a job fast, Allisa told the audience during the panel.

Angel also had a similar experience and Marketa noted that comparing her situtation with peers also contributed to the stress of the job hunt.

– When you went back to school for your lectures and your peers told you how many interviews they’ve gone to, it was stressful for me, Marketa said during the discussion.

Different ways of networking

During the panel discussion, our panelists shared their strategies on expanding their network and finding job opportunities. Angel was not only active on Facebook, where he posted in different groups, but he also kept in touch with his former classmates.

– I contacted a former classmate working at a company and sent my CV to him. He then forward it to the manager, who later called me up wanting to do an interview. So my point is to make connections already during your studies. That way, you already have a network once you’re looking for a job, he said.

Allisa did “informational fikas” as a way to broaden her network

Allisa had a different approach in her job hunt. She emailed connections she had made during her internship, asking them for a sit-down where she could get information about their profession and the company. During the “fika,” she asked relevant questions and meanwhile planted the idea in their head that she was on the job hunt. Most importantly, she noted, was that she never directly asked for a job. She simply made connections by showing a genuine interest in the company.

Differences in the Swedish workplace

Another question that was raised during the discussion touched upon the differences between the Swedish workplace culture and non-Swedish workplaces. Here, the panelists had some different experiences. Marketa, who had worked for a big international company didn’t really experience that many differences, while Allisa who works within the start-up community, had experienced being the only non-Swede at the office.

– Communication in Swedish is common at the workplace and socializing is usually done in Swedish. What I wish I knew ahead of time when searching for a job in Sweden, was the priority of teamwork. At least within the startup community in Sweden, there is a big focus on a how you as an individual can contribute to the team and the company, she said.

The panelists had difference experiences with speaking Swedish at the workplace

Angel, however, felt that the biggest differences he had experienced in the Swedish workplace was the lack of feedback.

– In my experience, people in Sweden won’t confront you directly. You need to ask for feedback from your manager or even your peers. Always when you’ve taken action at work, ask for feedback and give background to your thoughts, he said.

Another valuable insight Angel has learned while working in Sweden, is the flat hierarchy usually found in Swedish workplaces.

– You don’t formally address people and you’re always on a first name basis. Of course, you have a manager but he or she is more like a peer than a boss. So when you apply for jobs, don’t address people with Miss or Mister, Angel shared.  


Thank you, once again, to our alumni panelists!

If you’re a student or recent grad, keep an eye on MyCareer for additional career events in the near future. We wish you the best of luck on your job hunt! 

If you’re an alum with some helpful tips for internationals wanting to work in Sweden, please share your thoughts in the comments section below. Thanks!

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LU Alumni around the world: Denver

This time in our “alumni around the world” series, we meet Rebecca Alfaro. She is the first student who has achieved a Master’s degree in Gender Studies as a part of the Global Masters program between Lund University and University of Denver. Rebecca is now living in Denver, where she works for Planned Parenthood as a Development Assistant. Learn more about her experience in Lund, her engagement in the student organisation Project Sex and why she chose to pursue Gender Studies.

Q: How does it feel to be one of the first to achieve a Global Masters

– I will always be grateful for the experience of being the first to earn a Gender Studies degree as part of the Global Master’s program. It was a thrilling experience that I will never forget.  I feel very accomplished as a woman with a Master’s degree from Lund University, but also sad that my time at LU has come to an end.

Q: Why did you chose Gender Studies as your field of study?

– I have studied the gender studies field since my time as an undergrad at the University of Denver. I absolutely love gender studies, and always found it to be one of the subjects that always kept me interested and wanting to learn more. As a Chicana, I have always found myself leaning towards subjects that focused on people of color, especially women of color. I hardly ever learned about Chicana and Mexican-American history in my U.S. courses. Through gender studies, I could explore where I come from, and where my family comes from and the histories that have led to where we are now. I hope to use my Master’s in gender studies to help other women and individuals learn their histories in a way that can empower them.  

 Q: You graduated quite recently, in June earlier this year. What have you been up to since then?

– Since graduating, I have been busy with searching for a full-time position in the nonprofit sector in Denver, Colorado. I am happy to report that I have started a new position with Planned Parenthood of the Rocky Mountains as their Development Assistant II.  

Rebecca with a friend at her graduation

Q: During your studies, you’ve been engaged in a lot of volunteer work. For example, you’ve been a LGBT+ initiatives board member at the student organisation Project Sex in Lund. Do you think your volunteer work has been beneficial for your studies? If so, in what way?

– My volunteer work with Projekt Sex (P6) helped me in numerous ways with my studies and determining my future career path. I began my work with P6 as a volunteer, later rising to the communications officer position, and finally as a board member in charge of LGBTQ+ Initiatives. P6 put my gender studies topic courses into practice. We discussed numerous topics such as LGBTQ+ issues around the world, asexuality, and pride week in various parts of the world. Many of the other volunteers and officers were students also studying gender studies. We could begin to put into action, and discuss in relation to some of our own personal lives many of the topics being discussed in our courses.

Q: You’ve both studied at Lund University and University of Denver. Was your experience in Sweden different from your life in America? In what way?

– My experiences in Sweden were very different than those in America. The primary difference is the high level of independence that is expected right as you begin your studies at Lund University. I went from having at least 2-3 meeting times each week per class to only meeting once a week at LU. The only way to succeed was to be personally accountable to yourself rather than the multiple projects and almost daily class instruction at the University of Denver. I loved it! It forced me to become more independent and personally accountable to myself as a grad student. It also gave me free time to explore volunteer positions, such as Projekt Sex, that flourished into a large commitment and passion in my life.

 Q: Do you have any special memories from your time as a student at Lund University?

– One of the most memorable and special memories from my time as an LU student was the moment I finished my Master’s thesis. It was wonderful! I worked so hard on research, writing, and editing and though it marked the bittersweet end to my time in Lund, it was the final milestone project of my time as a graduate student. I’ll always remember it.  

 Q: Where do you see yourself in five years?

– In five years, I hope to still be working in the nonprofit field, specifically related to gender, reproductive health and social justice. I hope to also be considering a PhD program at that time, possibly coming back to Lund University, a city and university I’ve come to cherish and love.  



Four quick questions to the August Prize winner and alumnus Patrik Svensson

Patrik Svensson

“You have written the book Ålevangeliet – the story of the world’s most enigmatic fish, which has now been sold to 33 countries and recently won you the August Prize in the category for best Swedish non-fiction book. The book is about eels of course, but also about your relationship with your father – what do you think he would have said about you having just won a prestigious prize for a book that is partly about him?”

He would have been very surprised. He could probably not have imagined that anyone would be interested in reading a story about him, or that it would have even been written. This was also a part of his class identity. The natural ease with which certain people share their story and believe that it’s relevant and interesting to others – that doesn’t apply very often to working-class men born in the 1940s.

“You work on the editorial team for the culture sections of the newspapers Sydsvenskan and Helsingborgs Dagblad and this is your first book. How long did you carry the book around in your head before getting it down on paper?”

Perhaps in an unconscious form ever since I went fishing for eels with my father during my childhood and he told me about the mysterious Sargasso Sea and the eel’s metamorphoses and all the enigmas that still surround it. But more specifically since August 2017, when, for the first time, I sat down and started writing with what was still a rather vague idea of what I actually wanted to do.

“It’s clear that the eel is the world’s most enigmatic fish, but if you had to select the most fascinating characteristic or fact about the eel, which one would you choose?”

One fascinating thing is that time itself appears to be almost relative for the eel. When it goes through its last metamorphosis and becomes a silver eel it is evidently in the last stage of life, its old age you could say. Once it has swum back to the Sargasso Sea and bred, it dies. However, when the age of silver eels on the way to the Sargasso Sea was determined, it was shown that some were under ten years old, whereas others were close to 60. If an eel is prevented from heading to the Sargasso Sea, it does not go through its final metamorphosis and become a silver eel. It’s as if it can put life on hold; delay its own aging in some sense.

“It’s Christmas soon and your book is high on many people’s wish lists this year, but which book is on your wish list?”

I think it will probably be some of the August Prize-nominated books that I haven’t had time to read yet. Marit Kapla’s “Osebol” and Steve Sem-Sandberg’s “W”.

2019-11-27

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A podcast for bad environmentalists

How can I be hopeful? How much trouble are we in? Is it my fault? These are some of the questions raised in “The Bad Environmentalist” – a podcast presented by Phoebe Lewis and Maria Stacke who are two fellow Lund University alumnae.

The faces behind the podcast: Maria Stacke and Phoebe Lewis.
Photo: Private

It all started at an engagement party in Iraq where Phoebe and Maria realized they wanted to pursue the idea of doing a podcast raising climate change and environmental issues. Since then, they have produced eight episodes and have had about two thousand listeners from all around Europe and some from North America. The podcast’s main objective is to give guidance to those that think of themselves as “bad environmentalists,” by giving advice to those who care about the environment although considering themselves being bad at doing so.

–          We wanted to capture conversations we have had with friends about feeling guilt and what really matters when it comes to caring about the environment, Maria explains.

Both Phoebe and Maria used to be students at Lund University. Phoebe was an international exchange student and studied geology for one semester. Meanwhile, Maria pursued a Master’s degree in Public Health. They both think that their different fields of study at Lund University were helpful in the making of the podcast by providing them with different outlooks on the topics they discuss.

–        Maria comes from a social science perspective, whereas I am coming at the topics from an environmental sciences point of view. It created an interesting balance between us, says Phoebe.

Behind the scenes of the podcast recording. Picture: Private

Nowadays, Maria works at the Red Cross in Iraq and Phoebe works for the United Nations in Egypt. However, they both believe that their experience from Lund University not only influenced their podcast, but also prepared them for the work they do today.

–          I had lots of international students in my Master’s programme and  learning from my classmates was an incredible addition to learning from my teachers. In my current job, I work with people from all around the world. I think the experience of interacting with people from different countries, cultures and backgrounds during my studies at Lund University prepared me for that, Maria tells us.

Phoebe also had a similar experience in her semester being an international student herself.

–  I was mostly surrounded by other international students, especially from France. So I really started to re-engage in the language, which I now speak in my current line of work. Secondly, because my course was heavily focused on colonialism and development, it gave me some thoughts about how we approach development now. This is incredibly helpful for the approach I take working in development today, Phoebe says.

The podcast has finished its first season, but Phoebe and Maria are planning on producing a second season. Until then, the advice they have for fellow alumni that consider themselves being “bad environmentalists” is to remember that small things matter and it is okay not to get it right every single time.

– The whole purpose is to identify one single thing that you as an individual can do that has the greatest amount of impact, Phoebe says.

 

You can listen to Phoebe and Marias podcast here. It’s also available on most podcast apps (Spotify, Apple Podcast etc.)


Alumna debuts with feel-bad novel

Ethnologist, doctoral student and now author - Linda Sturesson has done it all. Photo: Private

Ethnologist, doctoral student and author are three words that describe alumna Linda Sturesson. In April earlier this year she released her debut novel Diskvalificering av det positiva (Disqualification of the positive), a feel-bad novel with room for humour amidst all the grief. Lundensaren took the opportunity to ask the author a few questions about the book, the writing process and balancing a doctoral studentship with being an author.

 

Tell us a bit about your novel. What is Diskvalificering av det positiva about?

Diskvalificiering av det positiva is about Alexandra who rather reluctantly has been diagnosed with bipolar disorder. She reaches out to a patient association for people with psychiatric diagnoses, which at the same time is organising a writing course. In the writing course, participants with ambitions to become authors as well as psychiatric diagnoses come together. The participants turn the meetings into therapy sessions to Alexandra’s annoyance. Alongside Alexandra and the writing course, the reader is able to follow a young girl born in post-war Warsaw, who is taken to a children’s home. After a few years she is returned home and her life transforms into a nightmare.

Where did the idea for the novel come from?

There were several events. On the one hand, I happened to hear a conversation between two young women who were saying that they wanted a specific diagnosis confirmed before they went on to university studies because they believed it would give them certain advantages. On the other hand, I have personal experience of anxiety and depression. I am interested in matters concerning mental health issues, how they are managed and how they arise, medication, an individual’s responsibility for their wellbeing, the need for diagnoses and labelling as well as how trauma may be inherited.

In addition to being an author, you are also a doctoral student at Karolinska Institutet. Is it hard to find a balance between your writing and your work there?

Yes, sometimes it is hard to find a balance. My work involves a lot of reading, analysing and writing and I can become very focused on my work, which can make it difficult to redirect my thoughts to my literary texts. During intensive writing periods at work, I sometimes cannot even think about my manuscripts that are waiting for me. If I am writing a lot at work, I do less writing at home. That might be a shame, however, I think all writing is fun and challenging, irrespective of whether it is scientific or literary.

You also have a Master’s degree in Ethnology from Lund University. What have your studies meant for you as an author?

It has meant an awful lot. I do not think I would have received a book contract without the additional dimensions that my background in ethnology has given me. As an example, with my background, I have been able to twist and turn things and examine issues that interest me and been able to do that between the lines. Generally, I think my studies in ethnology, and my research studies as well, have meant that my descriptions of environments and characters are not so value-loaded, instead they are more concise and matter-of-fact.” 

Finally, do you have any advice for other alumni who dream about writing a novel?

One tip is to dig beneath your feet. Try to find material for your texts in yourself or your own surroundings. Another piece of advice is to read and write about everything, either during the writing process or when you think that you are finished with the manuscript. Sometimes it is necessary to rewrite a text many times. Furthermore, you should not think about the fact that the novel is going to be read by someone else, because then the story may be limited to what you believe others will accept. The risk is that the story may then lose some of its soul.

 


LU Alumni around the world: Cairo, Egypt

Next up in this series is Phoebe Lewis. Back in 2012 she studied Enviromental Geography at Lund University. Today she is located in Cairo, working as an argicultural officer at the United Nations.

Has working for the UN always been a goal of yours? 

I come from a family of development workers, some even working elsewhere in the United Nations. As such, the concept of service and the idea of working to support those with less than you were always guiding principles in scoping my career. Oddly, the idea of working for the United Nations was never my first go-to. My career so far has been tied to a single, simple question: where will I be of most use in the global effort to address climate change? With this in mind, the institution I serve is of less importance than the substance of the work. Having said this, the United Nations is currently the place that allows me to deliver in a way that matters.

What does a typical day at work look like for you?

I work in our Regional Office for the Near East and North Africa. Most of the work I do is providing support to our country offices. This could be providing technical insight on documents or projects, or providing operational support to ensure that work is implemented, monitored and funded. So my typical day depends on the time of year. At some points, you will find me researching and writing reports all day. Other months, I will be on phone calls, in meetings and furiously responding to emails to make sure that our country offices report on their implementation efforts by deadlines. My favourite times are when I go on missions to help set up or inspect projects that we have in the field.

Phoebe participating in a Nile River basin clean up for UN Day. Photo: Private

Besides your current work, what have you been doing since your graduation?

My career has been relentlessly aimed at delivering, in my own humble way, on reversing the climate crisis. In the 5 years I have been in formal employment since graduating, I have now come at it from different angles. My first job after university was working on climate change research and communications at the Euro-Mediterranean Centre on Climate Change based in Venice, Italy. From research, I then moved to Sir Richard Branson’s climate change non-profit called, at that time, the Carbon War Room. There, we worked with private sector to reduce emissions from industry while waiting for policy to catch up. Now, I am on the other side of that, working with the public sector, seeing how those policies can catch up and what practical work can be done on the ground to implement the policies that already exist. In addition to this, I started a podcast called The Bad Environmentalist on how to care about the environment when you are really bad at it. When I am not thinking about climate change, which unfortunately for people who invite me to dinner parties is infrequently, I travel and do as much dance as I can here in Cairo!

In her spare time, Phoebe hosts an enviromental-themed podcast

You take a big interests in the environment and the topic of climate change – is this something you bring into your role as an agricultural officer?

Absolutely.  How we manage agriculture, forests and land are key elements to mitigating climate change. What we eat, what food we waste, and how we manage our land are essential components of both the climate change mitigation and adaptation efforts. Emissions from this sector account for roughly a quarter of global emissions. And the small-scale farmers that provide so much of our agricultural production are often on the forefront of impacts of climate change that we are already seeing globally and certainly in the region in which I work. I chose to join the Food and Agriculture Organization of the United Nations precisely for these reasons.

Your current work is located in Cairo, Egypt. What has been your experience of working there? 

I had never expected to work in Cairo, let alone the Middle East and North Africa. Personally and professionally, the first few months were challenging. There is no denying that Cairo is a vast, polluted mega-city that is difficult to live in, especially as a woman. There is a lot of harassment, traffic, and few things work the way you would expect. Even so, from the first cold winter night that I arrived in the city with a broken suitcase and a guitar that I have rarely played since, I could sense the immense history, culture and beauty of this capital. The more Arabic I learnt, the more I explored the city and country, the more I have come to develop a profound affection for Cairo. It is home. And this is very important for anyone working overseas – to put down your roots wherever you are, no matter how long you will be there.

But once I became grounded – which was quickly – I threw myself into my work. This has been both rewarding and challenging in equal measure. Working in a multi-cultural environment and a host country that is not your own alters the way you communicate.  It teaches you humility and encourages patience.  I have been fortunate to develop a range of skills I never thought I would. These include learning Arabic and French. They also include learning to cope when the internet cuts out for the fifth time that day.  It has been an amazing experience.

You were an exchange student at Lund University, do you think your experience has influenced your work in any way? 

My time at Lund University taught me so much about interacting in multi-cultural environments. Most importantly, we native English-speakers seem to go through the world with an expectation that everyone will speak to us in our language. At Lund, I learnt how much effort goes into learning someone else’s language and how much you can learn about someone when you make that effort. The Erasmus Exchange programme was by far the highlight of my university career. I hope it continues so that other students can benefit from it.

What’s one of your best memories from your studies at Lund University?

The people were what made the experience at Lund University exceptional. I had the most amazing flat mates with whom I shared the very best of times. A particularly amazing memory was the trip organized by the Erasmus programme to Lapland. As someone from the Caribbean, swimming in the Barents Sea on a dark December day and coming out to find my feet freezing to the land is a memory that I will always carry with me. I had no idea it was possible to feel that cold.


Q&A with recent grad now in Stockholm

Meet alumnus Kevin Utjes, who recently graduated and is now working at an international consulting company in Stockholm.

Kevin Utjes LU alumn

Tell us a bit about what you studied.

I have a Master’s degree in Industrial Economics from Lund University, Faculty of Engineering (LTH). I started my studies in the autumn of 2013 and graduated in the spring of 2018.

When I was researching my options for university studies, I was not quite sure what I wanted to do. I was dedicated to finding out as much as possible about my options, and Industrial Economics seemed to be an interesting and attractive programme. Therefore, I decided to apply! Of course, I had also heard that Lund was a spectacular student town, and I must admit that I was not disappointed.

During my studies, I enjoyed the mix of economics and technical courses. There were plenty of possibilities to select courses based on my individual interests. As a bonus, a degree in Industrial Economics is very attractive on the job market!

What have you been up to since graduation?

After graduation, I moved to Stockholm and started working as a management consultant at a global consultant company, McKinsey & Company. During my year in this position, I have had the great opportunity to work with colleagues from all over the world. I am working in teams and we sort out complex challenges with companies in many different branches. The diverse variety of projects makes me feel challenged in my job and contributes greatly to my personal development. It is so rewarding to be able to work with fantastic colleagues and work with real problems!

Where do you see yourself in five years’ time?

That is a great question! I enjoy my current work and I see myself growing professionally within this field. For me, it has always been important to have a clear direction in what I do, and in the short run make sure to find ways to reach the goals I have set for myself.

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Being “liked”: Personal Branding on Social Media

Facebook, LinkedIn, Instagram – these are all platforms that most of us are familiar with. In fact, as of 2018, the average daily social media usage of internet users worldwide amounted to 136 minutes per day (Statista.com). With social media being so common, we hear a lot of people speaking about building a personal brand online. But what is the meaning of a personal brand? Is personal branding on social media something everyone should consider?  


Cecilia Cassinger, Researcher within the field of Strategic Communication. Photo: Private

I wanted an expert’s point of view. Therefore, I had a chat with Cecilia Cassinger, a senior lecturer in strategic communication at Lund University with a PhD in business administration with a focus on marketing.

Q: So first of all, what is a personal brand?

Tom Peter (1999) wrote a book on the topic in the end of the 90’s, where he argued that officials needed to differentiate themselves from others due to a more flexible labor market. According to Peter, a way to become more attractive for employers was to present personal skills and properties according to the same brand logic found within the field of business economics. Peter’s arguments are still current to this present day, since a lot of people work as freelancers within in the so called “gig economy”.

Q: Influencer is an example of a profession that might require a strong personal brand on social media – But do you think it’s just as important for everyone?

I don’t think it is important for all people to develop a personal brand on social media. However, it’s important to be able to communicate with other people and to be part of different networks and communities online. Important to note is that this is not the same as marketing yourself as a brand. Originally, the aim with marketing strategies was to increase sales of mass-produced goods by giving them personalities and symbolic value. Bringing the same principles to our everyday life can contribute to us seeing ourselves and our relationships in business-like terms. That is problematic in many ways; above all we need time for reflection and do things for the sake of it and not needing people’s approval of it.

Q: What kind of advantages/disadvantages do you think are connected to having a strong personal brand online?

In online culture, visibility is rewarded. The question is however, how are we affected by being offered and consumed as a branded product? The problem is that personal brands are often based on stereotypes rather than being based on an individual’s more complex self. Instead of increasing the individual’s own power to define oneself, there is a risk of being defined by a demanding audience and being forced to deliver to their expectations.

Q: If one were to try and create a personal brand on social media, is there any special “dos and don’ts” to have in mind?

There are higher expectations for individuals with a personal brand to constantly live and act in line with existing ideals and principles. It’s pretty difficult to have a balance between being inspirational and to influence, while also doing commercials for products and services. So in order to be credible, a public personal brand needs to coincide with one’s true self.

 

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