Personal branding and controversy

A video of Risto Mejide about personal branding titled “The importance of staff branding / Become a must“. Beyond the possible criticism, I'm glad that a person as public as the advertising Risto Mejide talks about personal branding. No doubt, it's an important speaker.

In the video, I'm attaching you, Mejide advances the contents of a conference on personal brand, which sums up 5 Points:

  • Find your Rarity (your difference)
  • Who upset that rarity
  • How to make that Trouble something inevitable
  • How to make rarity essential
  • How to be an unpredictable nuisance
There is no doubt that Mejide has been able to exploit its difference and that its personal brand is around the Controversy. It's consistent with that brand and that gives it credibility. There are other famous people who have placed their personal brand in the orbit of the controversy: Paris Hilton, the missing Jesus Gil, the president of Venenzuela Hugo Chavez, and many more.


When he talks about annoying, he talks about us Your personal brand, but one might wonder whether to annoy others -- a way of Notoriety Classical- is an adaptable brand by anyone. I explain myself. If my personal brand is that of a horny guy I must be consistent with that and do things that prove it. And I don't have to bother anyone..


He always shows up with sunglasses. Does that mean that hiding under a sunglasses is something that other people should do?. No, glasses is the brand of Mejide, But it may not be yours.
If by annoyance we mean to create a noticeable differential trait, then let's change the verb to “Highlight“. Edurne Pasaban hasn't focused its brand on controversy, but in the value of Effort and the Overcoming, that led her to conquer the highest peaks of our planet.


Where do I want to go with this reflection? What the strategy that is worth to a person may not be worth to all. On the one hand I am pleased that someone with thousands of followers helps introduce personal branding. On the other hand I regret that he intends to turn us all into clones of his.

Risto Mejide cover photo by Karsol on

Suscríbete al blog

In addition to receiving the news in your email every month, llévate gratis el ebook:

The best of 2022 and trends 2023 in Personal Branding

by Guillem Recolons

ebook Personal Branding 2022-23 by Guillem Recolons

9 thoughts on "Personal branding and controversy”

  1. Hello Guillem,

    Although the essence of the message is good "The importance of personal branding / Become a must” I can't more disagree with the content. It is clear that Risto Mejide has created a good Personal Brand following those criteria, but they are YOUR criteria, and possibly fit with very few people, people who have similar characteristics. I think our job is to identify our “Star”, what makes us “Shine” before others, That “Star” that makes us special, Attractions, Unique… And then, and with all the power that knowing this means, Show, Expose, make it known very fondly, Serenity, humility to our entire environment, to our entire network… to all people, it's not a matter of bothering, it's a matter of pleasing, of wanting to empathize.

    • I totally agree with you.… is the “Star” and not the “malasombra” what we need to work on/find that makes us indispensable, unique and extremely attractive.

  2. There is no doubt that Risto Mejide has come far with his brand, but the string of nonsense he says in the video is unjustifiable in a communication professional

  3. Thank you Ignacio, Begoña, Javier and Angels for your comments. I think we're online.. Taking advantage of his notoriety, many public figures launch products with very aggressive marketing but that contain bulk mistakes, such as 5 video tips.

  4. A Risto Mejide, your strategy, Now, it works for you. No one can deny it. But as an advertisement, I can't be fooled by the speech of your video.
    It is clear that Risto Mejide has not succeeded because his strategy is infallible. Your strategy, any professional will notice, has been designed inversely.
    First, Risto encounters unexpected success. His role as a bad boy, edge and unpleasant suddenly becomes a product that sells (captures audience). Mysteries of life and television.
    After, analyses the phenomenon and (as smart advertising) justifies it and packs it by summarising it in those five points, as if their planned and premeditated application had been the cause of their success.
    It is true that, once the “Values” who have differentiated him, tries to dig deeper, define them and exploit them to the fullest to reinforce the brand image they have given you.
    Everything else, strategy and conference, are just an attempt (very skilful and intelligent on your part) to exploit at the popular level a personal formula that can hardly work in other types of characters.
    As much fun as the character can make us (I don't know the person) who would want to spend a single minute of their life with such an energue. Let alone give him a job..
    As Bill Bernbach used to say:
    "People you work with in a good agency must meet two requirements:
    1. It has to be nice people.
    2. They must be very talented.
    I'm sorry for the nice guy., but he has no talent. It's not good for this business..
    And I don't give a five cents for all the talent a son of a bitch possesses.. I don't want him in my agency or by my side.. Life is too short".

  5. The truth that I don't know if it talks about personal brand or how to be a fly…
    As little as I know about personal branding, your brand has to be grounded in values and I don't think you're going to bother people out there this between them

  6. I totally agree with you.. Exploit the wine of your autenity and be consistent. That means more and more direct and lad social networks. A mentor I've had put me very much into it. As an anecdote it's not the same Eloy M. Rodriguez that Eloy Rodriguez. Under that digital brand we are, at least one notable Latin American surgeon and I. As he was more credited, I started using the M.

    • You did good Eloy., the name, in an online environment, is the first visible sign of our personal brand. Consistency and authenticity are the two great values that shape it. A greeting and thank you for writing!


Leave a Comment

  I agree with the privacy policy

Basic information on data protection

Responsible » Guillem Recolons Argenter

Purpose » Management of doubts and customer services

Legitimation » Consent of the interested party

Rights » You have the right to access, rectify and delete data, as well as other rights, as explained in the additional information

Additional information » You can consult additional and detailed information on Personal Data Protection on my website