Business scholar and personal branding expert debuts definitively researched textbook on the fastest growing economic tool in the new economy post-COVID.
WASHINGTON, D.C. – July 15, 2020 – International personal branding MBA professor and consultant Dr. Talaya Waller announces this week, along with her publisher Springer, the release of Personal Brand Management, Marketing Human Value. This book is the first of its kind in business publishing and first to market on the subject of personal branding’s dominant valuation in the new economy.
“My nearly decade in the field of personal branding compelled me to write this textbook,” says Dr. Waller. “There are several books on personal branding that exist, but there are no academically researched frameworks that apply to the global economy. Now, with COVD-19 disrupting economies and markets around the world, personal branding knowledge is more important than ever because it affects not only an individual’s ability to earn, but the market and economic valuations of corporations and networks that involve them.”
With the job futures of Millennials and Generation Z threatened by the ongoing disruptions of COVID-19, this book comes at a critical time for young people and institutions to reconsider paths to monetization that are becoming more and more accepted with unprecedented rapidity. Over the past 40 years, the economy has flipped from exchanging tangible assets to intangible ones. As of last year, intangible assets were estimated to be worth 84% of assets belonging to large corporations — a nearly 180 from the valuation of tangible assets in the 1970s. Dr. Waller’s extensive research and data analysis informs this framework, which is the first of its kind to be made available as an actionable system in this disrupted global economy.
“What is unique about this book is that it combines both practical and theoretical perspectives to present a comprehensive concept of personal brand management,” attests marketing expert Anna M. Gorska of Kozminski University. “Dr. Waller draws upon a research-based theoretical framework and uses it to portray the reality and offer practical implications. The book proposes applicable concepts and ideas that can be used by professionals, entrepreneurs and students in their pursuit of building a personal brand. I would highly recommend it to anyone who is willing to understand the concept and to advance their personal brand.”
Dr. Waller has a viral TEDx talk on personal branding and is most recently a course instructor on branding for Canva, one of the largest digital marketing platforms in the world with an over $6B valuation. She is an Adjunct Professor of Personal Brand Management at St. Peter’s University and a Guest Professor at Pontifícia Universidade Católica do Rio Grande do Sul in Brazil.