Thought leadership and branding
There is another important aspect to this that has to do with the size and awareness of a brand.
It’s likely that nearly everybody reading this post has heard of a well-known company like Accenture or Adidas.
But have you ever heard of Andy’s company Orbit Media? It’s not a household name.
If I started seeing posts from Orbit Media … with no author … I would probably never read them. I might think, “here is another company trying to sell me something.”
But years ago I started hearing about this guy Andy Crestodina who was pretty smart … and he founded something called Orbit Media. I started reading his posts. I met him at a conference and he handed me one of his books. Years later I had dinner with him and now he is a trusted friend.
And now I’m giving his personal brand and reputation a boost through this post because I trust him and admire his thinking.
Really, the only way for a small company like Orbit to be human is … to be human! There has to be a face.
I am not connected to that company by a logo, social media post, or sponsored content. I’m connected because of the trust I have in a real person — Andy.
