We are all brands in our own rights and have a value or Net Worth. For companies it is easy to determine this, we just look at their Profit and Loss Accounts and do the maths. For Celebrities, Professional Sports Stars it is once again relatively easy to determine their Net Worth and Brand Value, although there is an element of perception here. Of course someone with skill and talent it can be measured to an extent, but it is always perceptive i.e what you and I are prepared to pay to be entertained. David Beckham according to the Sunday Times 2008 Rich List is worth £125 (although jointly assessed David and Victoria’s wealth, but me thinks David earns more than Victoria). David and Victoria Beckham the brand is certainly worth a good few million and a good example of how as individuals your brand can be sometimes worth more than your talent which in David case is reason he is worth a considerable amount. Granted he is a good footballer, but his endorsement deals make him wealthy, brand David Beckham PLC, and we all buy into it.

Now how much are you and I worth? Usually our net worth is measured by our economic value i.e. how much we earn per annum and what tangible assets we have. But we also have other assets and values i.e. what our friends think we are worth, how valuable a friend we are, what energy we bring to the party etc. When I first meet people I am normally able to pull of a good first impression, whilst I appreciate the positive comments and the admiration I would be far more happy if I was able to monetize that as well. Of course I could become a success coach or a Personal Brand Consultant. That sounds like a good title and my tag line could be “Helping people get their Swagger”.

Its amazing how in today’s world anyone can literally become an overnight brand, thanks to Viral Marketing. Viral Marketing is a phenomenal success and can literally happen overnight, hence the term viral because it spreads rapidly. High view count on YouTube and bingo, you are an overnight success, we have heard of many ObamaGirl, CrazyBritneyFan, Crazy Frog and the list goes on, peers pass the video to each other via Web 2.0 medium, MySpace, Facebook, Twitter. The one thing these highly viewed YouTube videos all have in common, besides being an overnight hit, is that the majority of them are not sustainable i.e. once the momentum dies, then its poof and the hysteria is gone! This is where Legacy Marketing and Brands are important, a good example of this is Coca Cola. When businessman Asa Griggs Candler bought the formula from John Pemberton, I doubt even he knew how much of a lasting success that brand would be. Coca Cola is literally one of the most successful brands of our time and will last, well forever because it will go down in history.

In parting I leave you with this Video from YouTube, it has received 23 million + hits! Making Chris Crocker (aka itschriscrocker / Crazy Britney Fan) one of the most watched YouTube videos and making Chris Crocker PLC an overnight Internet Celebrity and Brand, no doubt he is benefiting from it financially.