2015.02.05【英译中】Branding and the 'Me' Economy 品牌化和“自我”经济(二)

shadowaster (shadowaster)
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发表于:2015-02-05 22:38 [只看楼主] [划词开启]

As personal-branding experts see it, individuals' internal sets of skills, motivations, and interests are merely responding to new economic realities.  It is no longer enough, they say, to join an organization and ride its brand for decades. Companies are outsourcing aggressively; globalization is creating and destroying industries more rapidly than before; the Web is fostering job-hopping; the recession is throwing millions on the street.  In this new world, personal branders argue, self-packaging rules. Employees are told to run permanent marketing campaigns to build an audience that follows their tweets and maintains Facebook-level awareness of what they are doing.  This audience belongs to you, not your organization,branders say; it will follow you and attract employers to you.

在个人品牌化专家的眼中,个人内在的技能、动机和兴趣只是对经济现实的某种反应。他们表示,如今已难以在加入某个组织后再为它的品牌打拼几十年,因为企业正积极外包,全球化正以前所未有的速度创造和摧毁多个行业,网络正助长跳槽之风,经济衰退也正令数百万人流落街头。个人品牌人士认为,在这个新世界,自我包装才是王道。雇员们被告知必须不断举办各种营销活动,来打造一个观众群,这个观众群关注他们的推文,像在Facebook上一样关注他们在做什么。这个观众群属于你,而不是你的机构,它将追随你并让雇主们注意到你。

Companies are wrestling with personal brands. Jonny Bentwood, the head of analyst relations for the public-relations firm Edelman, said that many clients were torn between the view that multiple voice scheapen a brand and an emergent sense that attracting talent requires tolerating brands-within-a-brand. In a much-blogged-about episode, Forrester Research, a market-research firm, this month moved to prohibit star analysts from publishing analysis on personal blogs. The move was widely interpreted as a backlash against personal brands.

企业正纠结于个人品牌。爱德曼公关公司关系分析部门主管强尼·贝特伍德表示,多元声音会贬低品牌的观点,以及吸引人才需要忍受企业品牌中还有个人品牌的新兴认知,令许多客户为难。一个小事件在博客上引发了激烈的讨论:市场调查公司 Forrester Research本月拟禁止明星分析师在个人博客上发表分析报告。这一举措被广泛理解为针对个人品牌的强烈抵制。

Personal branding will, of course, change not just big institutions but also the lives of brandable individuals.  Will it improve job security or simply increase our anxiety? Will it divert power and influence from the well-educated to the merely well-branded? There is great pressure from personal audiences to say hello from Beijing, to speed-review "Avatar," to broadcast the meeting's latest insight.  But is the society always better off with the undigested utterance, the instantaneous attempt at positioning? And in marketing ourselves, will we neglect the pursuit of actually improving? 

当然,个人品牌不仅将改变大型机构,还会改变可以品牌化的个人生活。它将使工作更加稳定还是只会使我们更加焦虑?它将使权利和影响从受过良好教育的人手中,向只是个人品牌响亮的人手中转移吗?再说北京你好,迅速评论《阿凡达》,播报会议的最新见解这些方面,拥有个人品牌号召力的观众带来了巨大的压力。然而在匆忙间就企图给事物定位的半吊子言论是否总利于我们的社会?在推销自我的时候,我们又是否将忽视对真正自我修养的追求?

最后编辑于:2015-02-16 17:02
分类: 英语
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