(drum roll)... personal branding.
As I maneuver through the twitter-sphere and various other forms of mass communication, the move towards personal branding is very clear and is probably one of the most influential decision making factors; from placing a purchase to hitting the 'follow' button.... and Millennials are leading the race.
I see bigger personalities online today, tweeting from their office cubicle, than I do on most corporate website home pages. And they aren't tweeting about their job. It's about their side-job, their hobbies, their passions.... and they know their stuff.
While they get a bad rap as the "me" generation - millennials are definitely more ballsy, expressive and passionate - in this case, it may work to their advantage. They just need focus.
Even working on promoting my clients brands, I am constantly steering a shift towards this "authenticity movement" that can only be made real by emanating from a truth, a deep core... and most often, a person.
In a world of online and less-personal, more-clinical interactions, we almost have re-opened the opportunity to be unique in how personable and available we make ourselves to the public.
In business, CEOs are stepping to the forefront. Nothing new? no - but there may be more of a respect for it than in previous years.