All Einsteins Are Not Created Equal

Two of my favorite people are named Albert Einstein. One is famous for unruly hair, and the other for flop sweat. One proved that the speed of objects is relative while the speed of light is constant. The other proved that life is at its funniest when it goes wrong.

One made his most recent appearance in the Oscar-winning film OPPENHEIMER. The other is the subject of the new documentary ALBERT BROOKS: DEFENDING MY LIFE (Hulu, Prime, Max). 

If you are unfamiliar with Albert Brooks (born Albert Einstein, in 1947), I highly recommend the aforementioned doc, directed by the subject’s lifelong friend, Rob Reiner. If you have not heard about the Theory of Relativity, watching OPPENHEIMER may not be a productive first step.

I bring up the two Alberts to illustrate that people are not potato chips. Which is to say, that while two potato chips made with the same recipe and ingredients may be identical, no two human beings - even “identical twins” - are the same. 

I believe that “all branding is personal.” I’ll go further to say that personal branding should be INCOMPARABLE.

Personal Branding begins with identifying the individual spark that sets you apart. This goes beyond the superpower so many people talk about. Take filmmaker Roger Roth, for example. If you ask me what Roger’s superpower is, I’d say that he has the uncanny ability to heighten reality for comedic effect. His “Lifeumentary” project, which spans two decades, is a living chronicle in which he has played a version of himself. 

Roger also has a deep commitment to financial equity for artists who participate in web series and other content, including “Lifeumentary.”

In January of this year, Roger presented me with a quandary: he was about to attend the Sundance Film Festival with IMBOXO (Internet Movie Box Office), his new business model around equitable profit participation for creators. During one of our MESSAGE Therapy™ sessions, I suggested to Roger that if he presented himself as a “filmmaker” at Sundance, it would be nearly impossible to stand out. In the alternative, he might take on the moniker “Creator Advocate,” a much more apt descriptor for his mission and certainly something that might pique the interest of filmmakers (aka creators). The move was transformative (Roger shares his perspective here). 

The spark I’ve referred to becomes the foundation - the spine - of your personal brand, followed by language, tone, visual support, and strategy. My current clients range from neurodiversity consultants and hospitality CEOs, to academics, authors, and community developers. What they have in common is that  we are developing their unique makeups into messages and brands that make them relatable while defying comparison. And that is the stuff of true thought leadership. 

Oh, and to see what I meant by “flop sweat,” watch this scene from Albert Brooks’ Oscar-nominated turn in 1987’s BROADCAST NEWS, which was directed by James L. Brooks (no relation).

And if you want to explore what's possible on the way to INCOMPARABLE, let's chat!