The rise of the social media influencer has made us all familiar with the concept of ‘personal brands’, but more recently the idea has also been adopted by prominent figures in the world of B2B marketing. When done well these accounts create a relatable, human face for companies that can help clients familiarise themselves with potential marketing partners, but profiles can equally become off-putting if they become too ego-driven. This week the team discuss ‘icon marketing’: the do’s, don’ts and how you can begin to build a strong personal brand.

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