Brand me!

From Michelle Obama and David Miliband to top athletes and business people, successful 21st-century

The ascent of Michelle Obama represents the triumph of the power of personal branding. America's aspiring first lady embodies the principles of image management in the modern age. Don't confuse people with mixed messages. Present a clean, clear image. Adopt visual catchphrases: the recognisable hair, the sharp but relaxed suits, the fist bump. Her brand has it all: it feels au thentic, unique, memorable. She even describes "Team Obama" (herself and her husband) as "fresh and open and fearless and bold".

These are the sorts of advertising slogans usually applied to a product, not a person. But this is increasingly the way successful individuals think of themselves. It is 11 years since Tom Peters, the American management guru, published a manifesto entitled "The Brand Called You". "In the age of the individual, you have to be your own brand," he proclaimed. "It's time for me - and you - to take a lesson from the big brands, a lesson that's true for anyone who's interested in what it takes to stand out and prosper in the new world of work." The article became a book and the book became an entire movement: personal branding. Now, more than a decade on, this new management science is crossing over into the mainstream.

In the US the movement has exploded in the past year, and not just thanks to the obvious rise of phenomena such as Brand Obama, but largely because of the efforts of two men who are tireless ambassadors for personal branding - as well as unapologetic self-promoters: Dan Schawbel, publisher of Personal Branding magazine, and Tim Ferriss, author of the bestseller The Four-Hour Work Week. Last year, both launched extraordinary, wildly successful viral campaigns to promote themselves and their work. Both have written extensively on the importance of establishing a differentiated brand that makes you stand out. For Schawbel it's "personal branding expert for Generation Y". Meanwhile Ferriss gives himself a series of different labels: lifestyle designer, ultra-vagabond, productivity guru, serial entrepreneur.

Both have created a mass following for themselves online. Both have written about the importance of pushing your own sites and blogs to the front of a Google search and about cross-linking with as many blogs as possible. Ferriss believes he has cracked the secret to creating a bestseller by commandeering word-of-mouth on the internet and was recently voted Greatest Self-Promoter of All Time by

These advocates of "Brand Me" argue that in the digital age none of us can avoid the reality that we are brands. If we are mentioned online, we have a brand and a reputation. (The implication being that if you are not mentioned online then you are in very big trouble indeed. In fact, you probably don't exist.) Everyone from a potential employer to a prospective blind date can check out our brand online.

We are used to celebrities, politicians and global leaders branding themselves and we are pretty cynical about it. David Miliband's fledgling brand, for example, has its strengths (plain language, open hand gestures, the signature hair) but its weakness has already been widely noted: an inauthentic, wannabe-working-class voice (the inconsistent, Blair-like dropping of his Ts). You sense that other politicians - especially Labour's women - would benefit from a touch of stronger branding: they have no clear image and stand for no particular message. This is why no one wants to "buy" them at the moment.

But don't we increasingly warm to people who are not branded, who are not trying to second-guess how they come across? The personal branding supremo Louise Mowbray, of Mowbray By Design, one of the UK's only practitioners of the art, admits that it is a little cheesy for British tastes. "No one wants to talk about it over here. People are very quiet about it and don't want to admit that they're working on themselves. But in New York people will happily introduce you to their personal branding con sultant." Mowbray worked in the City and as a headhunter for 17 years before setting up her brand consultancy three years ago. She charges about £400 an hour. Sixty per cent of her clients are in business - "anyone from plastic surgeons to bankers to someone who owns a series of private health clubs". The other 40 per cent are people in the public eye: politicians and their spouses, sporting personalities.

She points out that any time you introduce anyone at a party you are "branding" them anyway. The secret is, she says, to pick out specific projects or ideas that people will know you for. "If you are working in a bank that has 8,000 employees you can't exactly write the strapline "the greatest trader on the floor" under your name. But you can find a subtle way of championing a cause or developing an area of expertise. It's about getting known for what you do best."

The personal branding movement has its heroes, most notably Donald Trump, the king of self-branding, who refers to himself in the third person, and Apple's Steve Jobs. According to the technology writer Leander Kahney, author of The Cult of Mac, Jobs has done what every successfully branded person should aim for: "He has turned personality traits - perfectionism, elitism, control freakishness - into business processes."

Although there is something quite weird about these exhausting attempts to push yourself upon an unsuspecting world, perhaps there is also something liberating about this self-determinism. It is an attitude that does not accept any limitations. If you get a rejection, you just move on. As Dan Schawbel advises the uninitiated: "Become known by establishing a blog and use it to network with others. Take risks, reach out to new people and never quit. There are far too many opportunities and people out there to let roadblocks get in your way. Remember that you are the CEO of You, Inc [this is the mantra of Tom Peters, the so-called father of personal branding] so you need to make things happen and not rely on others."

These people do not take no for an answer. Tim Ferriss echoes this: "Get smart and get real. You, Inc exists whether you want it to or not. Manage your personal brand so you can benefit from the new digital landscape instead of suffer from it."

The implication is that we do not have a choice: in the digital age there will be traces of us online - and we need to manage and marshal those traces so as to present ourselves in our best light.

Carl Honoré, the bestselling author of In Praise of Slow and Under Pressure, agrees that personal branding can work in the short term if you have a product to sell, but he is sceptical about the long term. "There's no question that a strong brand will generate sales and recognisability but it can be a double-edged sword if you apply it to a person," he says. "Once your brand is successful, people will want you to carry on being the same thing - and you might not want to. You create the brand to serve you but then you become the servant of the brand."

Human beings are not products and it's just not possible to boil them down to one core brand message, Honoré argues: "Brands by their nature are simple. It's all about finding a single meaning and sticking to it. There is no room for shades of grey. That is ultimately stultifying because as human beings we're so much more than that; we're full of nuances."

Designing destiny

One of the other downsides to "lifestyle design" is that it relies on knowing exactly what you want from life. Most people don't, and are not exactly raring to take charge of their own destiny. Many of us also have no idea which "markets" we are attempting to appeal to and who our "target audience" or "clients" are. And surely any attempt at controlling what everyone thinks about us and says about us is purely illusory? It means seeing everyone around us as part of "the market", rather than simply as other people.

"The thing I find uncomfortable is that branding is a commercial step," says Carl Honoré. "It changes the way our relationships operate, putting them on a commercial level. It will pull away at our social fabric if our relationships always have a layer of commercialism and self-interest to them."

Louise Mowbray disagrees. "It is the most powerful tool I have ever come across," she says. "When I worked as a headhunter what always fascinated me was how some people were not as qualified as the next person but they just seemed to get all the luck all of the time. When I stumbled on personal branding, I realised how that had happened."

There is a threat implicit in the personal branding message: that you ignore this science at your peril. Without taking action, you are putting your company - yourself - at risk. But what would happen if we all branded ourselves? "If we move to a world where everybody is a noisy, single-message brand, just imagine the grim cacophony," says Honoré. "It's like having everyone walking around wearing a neon sandwich board."

But as branding gurus would argue, other people are already busy designing mental slogans for your invisible sandwich board - and these can be made to work for - or against - you. As Louise Mowbray puts it: "If we don't decide what our image and personal brand should reflect about us, others will." Whether we like it or not, personal branding is here to stay.

This article first appeared in the 11 August 2008 issue of the New Statesman, Spies for hire

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They know where you live

Imagine your house being raided by armed police. That’s what happened to Mumsnet’s Justine Roberts after she fell victim to an internet hoaxer.

At around midnight on Tuesday 11 August 2015, a man dialled 999 to report a murder. A woman had been killed in her London home, he said, before hanging up without offering his name. A second call followed. This time, the man claimed to be the killer. He told the operator that he had now taken the woman’s children hostage at the Islington address. They were locked with him inside a room in the house, he said. The police responded with reassuring speed. Fifteen minutes later, eight officers, five of them armed with automatic weapons, accompanied by saliva-flecked dogs, arrived at the scene and took up position in neighbouring front gardens. When one officer banged on the front door of the house, the team was greeted, moments later, not by a masked murderer but by a blinking and bewildered au pair.

Justine Roberts, the woman whom the caller claimed to have killed, was in fact nearly 2,000 kilometres away – in Italy, holidaying with her husband and children. After explaining this to the police, the au pair called Roberts, who assumed that the incident was an unfortunate misunderstanding, one that could be unpicked after the vacation. It was no mistake. Roberts had been the victim of “swatting”, the term given to a false emergency call designed to bait an armed unit of police officers to storm someone’s home. It wasn’t until a few days later, as the family was preparing to return to London, that Roberts discovered that she had been the target of a planned and sustained attack, not only on her household, but also on her business.

Roberts is the founder of Mumsnet, the popular British internet discussion forum on which parents share advice and information. A few days before the swatting incident, members of 8chan, a chat room that prides itself on being an open, anonymous platform for free speech, no matter how distasteful, had registered accounts on Mums­net with the aim of trolling people there. When legitimate Mumsnet users identified and then ridiculed the trolls, some retreated to 8chan to plot more serious vengeance in a thread that the police later discovered. Roberts wasn’t involved in the online skirmish but, as the public face of the site, she was chosen as the first target.

After the initial armed response, Roberts’s perception was that the police were unconcerned about the swatting attack. “We were told that there was no victim, so there was not much that could be done,” she told me. The hoax caller, however, was not finished. In the days after the incident, there was chatter on Mumsnet and Twitter about what had happened. A Mumsnet user whom I will call Jo Scott – she requested anonymity for her own safety – exchanged heated messages with a hacker who claimed responsibility for the 999 call.

“It descended into jokes and silliness, like many things do,” Scott said. “I didn’t take it seriously when the hacker said he had big surprises in store.” She doesn’t believe that what happened next was personal. “I think I was just easy to find.”

A few days after police were called to Roberts’s home, Scott was in her bedroom while her husband was sitting downstairs playing video games. At 11pm, she heard a noise outside. “I looked out of the window and saw blue flashing lights in the street,” she recalled. “I could hear shouting but I didn’t pay it much notice.” Then she heard her husband open the front door. Police rushed into the house. An armed officer shouted upstairs, asking Scott if she was hurt. When she replied that she was fine, he told her to fetch her two young children: he needed to see them. Scott shook her sons awake, explaining, so as not to alarm them, that the police had come to show the boys their cars. As the three of them went downstairs, the officers swept up through the house, repeatedly asking if there were any weapons on the property.

“I was beyond confused by this point,” Scott said. “Everyone was carrying a gun. They had little cutaway bits so you could see the bullets. My eldest asked one of the officers if he could have a go on his gun and went to touch it.”

As Scott sat with an officer downstairs, she asked what had happened to her husband. “I later found out that the noises I’d heard were the police calling for him to come outside,” she said. “He dropped the PlayStation controller as he left the room. It was only later that we realised it’s a good job he did: in the dark, the controller might have looked like a weapon.”

Outside, Scott’s husband had been surrounded and arrested. Other police ­officers were on the lookout in the front gardens of nearby properties, having warned the couple’s neighbours to stay indoors, away from their windows. “One of the officers said it was beginning to look like a hoax,” Scott said. “Then he mentioned swatting. As soon as he said that word, I twigged that I’d seen the term that day on Twitter in relation to the Mumsnet hack.”


The term “swatting” has been used by the FBI since 2008. “Swat” is an acronym of “Special Weapons and Tactics”, the American police squads routinely called to intervene in hostage situations. It is, in a sense, a weaponised version of a phoney order of pizza, delivered as a prank to a friend’s home, albeit one that carries the possibility of grave injury at the hands of police. For perpetrators, the appeal is the ease with which the hoax can be set in motion and the severity of the results. With a single, possibly untraceable phone call, dialled from anywhere in the world, it is possible to send an armed unit to any address, be it the home of a high-profile actor whom you want to prank or that of someone you want to scare.

In America, where swatting originated, the practice has become so widespread – targets have included Tom Cruise, Taylor Swift, Clint Eastwood and the Californian congressman Ted Lieu – that it is now classed as an act of domestic terrorism. In the UK, where Justine Roberts’s was one of the first recorded cases, swatting is classed as harassment, though that may change if these and other forms of internet vigilante attacks, such as doxxing, become increasingly commonplace.

Doxxing involves the publication of someone’s personal details – usually their home address, phone numbers, bank details and, in some cases, email address – on the internet. It is often the prelude to swatting: after all, the perpetrator of a hoax cannot direct the police to the target’s home address until this is known. (During the week of the Mumsnet attacks, one of the perpetrators attempted to locate another target using their computer’s IP address, which can identify where a person is connected to the internet, often with alarming precision. Their calculation, however, was slightly out; police were called to a neighbour’s address.)

Though doxxing has a less dramatic outcome than swatting, the psychological effects can be just as severe. For victims – usually people who are active on the internet and who have outspoken opinions or who, in the eyes of an internet mob, have committed some kind of transgression – the mere threat of having their personal information made available on the web can cause lasting trauma. A Canadian software developer whose home address, bank details, social security number and email history were published online in 2014 told me that he now keeps an axe by his front door. “I still don’t feel safe here,” he said. “It’s terrifying.”

Christos Reid, a social media manager for a software company, was doxxed last year. Reid’s information came from a website he had registered seven years earlier. “I woke up one morning to find a tweet announcing my personal details,” he told me. When he asked the Twitter account holder to take down the address, he was told to commit suicide. Reid said he was “OK for about half an hour”; but then, after he went out, he broke down in the street. “I’ve become more paranoid,” he said. He no longer gives out business cards with personal information.

Reid lives in London, but at the time of the doxx he was attending an event in Nottingham, home to the British police’s largest cybercrime division. He was impressed with the police response, even though they told him that they had not heard of the term “doxxing” before. “I was interviewed by two separate people about my experiences who then compiled everything into a case file and transferred it to the Met. When I arrived home, an officer visited me to discuss what happened and my options.”

The policeman explained harassment law to Reid, and offered advice on how to improve security at his flat and what to do if someone hostile turned up at the address. Reid shouldered the repercussions of what had happened alone; no suspects were identified. A spokesperson for the Metropolitan Police similarly said that although detectives from Islington CID have investigated the swatting attacks made on Roberts and Scott, no suspects have been identified “at this time”, even as “inquiries continue”.

Doxxing may seem to be a mild form of harassment but it carries with it an implicit threat of impending violence; the worrying message is: “We know where you live.” Unlike swatting, which is always malicious, doxxing is sometimes viewed by its perpetrators as virtuous. In November 2014, hackers claiming to be aligned with the internet group Anonymous published personal information allegedly belonging to a Ku Klux Klan member from Missouri. The hackers said that their action was a response to the KKK’s threat to use lethal force against demonstrators in the city of Ferguson, Missouri, protesting against the killing of the unarmed black teenager Michael Brown by a white police officer. In January 2015 hackers claiming to be from Isis took over US Central Command’s Twitter account and posted information about senior military officers, including phone numbers and email addresses. In each case, those carrying out the doxxing believed, however mistakenly, in the virtue of their actions and hoped that the information could be used to bring punishment or ruin to the subject.

The term “doxxing” may be new but the practice is an old one. The Hollywood blacklist revealed the political beliefs and associations of actors and directors in the late 1940s as a way to invite shame, deny employment and dissuade others from following their example. “But it has become a lot easier to find people’s private details with the help of the internet,” Jeroen Vader told me. Vader owns Pastebin, a website that allows users to upload and distribute text documents, and where much of the personal data is anonymously uploaded and shared. “People post their private information on social networks,” he said. “A lot of people aren’t aware that their information is so easily available to others.”

In Justine Roberts’s case, the perpetrator may not even have needed to look at social networks to mine her personal information. “If you’re on the electoral roll, you’re easy to find,” she said. “There’s not much you can do to stop people getting hold of your data one way or another, whether it’s for nefarious reasons or simply to better advertise to you. We live in a world that is constantly trying to gather more information about us.”

Jeroen Vader said he has noticed an “upward trend” in the number of doxxing posts uploaded to Pastebin in recent months, but insisted that when someone uses the site’s abuse report system these offending posts are removed immediately.

Across social media companies, action is more often reactive than proactive. Victoria Taylor, a former director at Reddit, one of the largest community-driven websites in the world, said that the rule against publishing other users’ personal information has been “consistently one of the site’s most basic policies” and that “any violation of this rule is taken extremely seriously by the team and community”. Still, she was only able to recommend that victims of doxxing send a message to the site’s administrators. Similarly, when asked what a person can do to remove personal details that have been published without permission, a Twitter spokesperson said: “Use our help form.”

The spokesperson added: “There has def­initely been an overall increase in doxxing since 2006, both on Twitter and on the internet more generally.” She attributed this rise to the emergence of search engines such as Intelius and Spokeo, services designed to locate personal information.


The surge in the number of dox­xing and swatting attacks is in part a result of the current lack of legal protection for victims. Confusion regarding the law on doxxing is pervasive; the term is even not mentioned in either US or European law. In a tutorial posted on Facebook in 2013, the writer claims: “Doxxing isn’t illegal as all the information you have obtained is public,” and adds: “But posting of the doxx might get you in a little trouble.”

Phil Lee, a partner in the privacy, security and information department of Fieldfisher based at the law firm’s office in Silicon Valley, said that differing privacy laws around the world were part of the problem. “Various countries have laws that cover illegal or unauthorised obtaining of data. Likewise, some of the consequences of releasing that data, such as defamation or stalking, cover elements of what we now term doxxing. But there is no global law covering what is a global phenomenon.” Indeed, Roberts believes that her London address was targeted from America – the 999 call was routed through a US proxy number.

One challenge to creating a law on doxxing is that the sharing of personal information without permission has already become so widespread in the digital age. “If a law was to state something like, ‘You must not post personal information about another person online without their consent,’ it wouldn’t reflect how people use the internet,” Lee said. “People post information about what their friends and family members have been doing all the time without their consent.

“Such a law could have a potentially detrimental effect on freedom of speech.”

Lee believes that a specific law is unnecessary, because its potentially harmful effects are already covered by three discrete pieces of legislation dealing with instances where a person’s private information is obtained illegally, when that information is used to carry out illegal acts and when the publication of the information is accompanied by a threat to incite hatred. However, this does not adequately account for cases in which the information is obtained legally, and then used to harass the individual in a more legally ambiguous manner, either with prank phone calls or with uninvited orders of pizza.

Susan Basko, an independent lawyer who practises in California and who has been doxxed in the course of her frequent clashes with internet trolls, believes that the onus should be on the law, rather than the public. She points out that in the US it is a crime to publicise information about a government employee such as their home address, their home and cellphone numbers, or their social security number, even if the information is already online. “This law should apply to protect all people, not just federal employees,” she said. “And websites, website-hosting companies and other ISPs should be required to uphold this law.”

Basko said that doxxing will continue to increase while police have inadequate resources to follow up cases. For now, it is up to individuals to take preventative measures. Zoë Quinn, an American game designer and public speaker who was doxxed in 2014, has launched Crash Override, a support network and assistance group for targets of online harassment, “composed entirely of experienced survivors”.

Quinn, who spoke about the problem at a congressional hearing in Washington, DC in April last year, recently posted a guide on how to reduce the likelihood of being doxxed. “If you are worried you might some day be targeted,” she wrote, “consider taking an evening to stalk yourself online, deleting and opting out of anything you’re not comfortable with.”

Both Scott and Roberts have changed their privacy habits following the attacks. Scott is more careful about interacting with strangers online, while Roberts uses scrambler software, which ensures that she never uses the same password for more than one online site or service.

For both women’s families, the effects of their encounters with armed police have also lingered. When one day recently Roberts’s husband returned home early from work, the au pair called the police, believing it was an intruder. And Scott is haunted by what happened.

“What if my husband had made a sudden move or resisted in some way? What if my eldest had grabbed the gun instead of gently reaching for it? What if people locally believed that my husband did actually have guns in the house?” she asks. “I don’t think the people making these sorts of hoax calls realise the impact.” 

This article first appeared in the 28 April 2016 issue of the New Statesman, The new fascism