Michael PIACENTINI

“The “brand character” statement is probably the most important part of the copy strategy statement and the bane of every ABM. The reason is simple: it’s hard to crystallize the essence of a brand. But, it’s virtually impossible to do it for yourself…the most important brand around…without a little encouragement.

When I started with brandpersonal.com, the focus was on making myself visible online. But, it quickly became apparent that I needed to do the hard step first…define my brand’s character. Brandpersonal gave me invaluable pointers and urged me to adopt a doggedly consistent message—no matter where people might find me online.

After our very first review, I dug in and started the work. I am thrilled with the result. I learned how to create a highly unique personal brand—and I learned how to use it.

As a qualitative research explorer, I have positioned myself as “strategically empathetic and disarmingly approachable.” Provocative signal words like “simpatico” and “voyeurologist” pervade my communications.

Bottom line: brandpersonal helped me find MY voice. Check out my Linkedin or Plaxo listing or my website: 2fathom.com and let me know what you think of the results.”

Michael Piacentini is the president and founder of 2fathom, a qualitative research consultancy that specializes in Voyeurology ™: professional people watching both DIRECTLY in the context of “shared experience” focus groups, shop-a-longs, “dinner dates” and “coffee shop chats” and INDIRECTLY via virtual, self-directed ethnographies conducted via ThoughtStreaming Research. 2fathom’s work is focused on consumer products, with an emphasis in food and beverage.