Il Personal Branding come strumento per l'Innovazione: il valore della fiducia nel mercato contemporaneo

In the contemporary world the processes of innovation and technological development have reached an unprecedented speed in the history of mankind and keeping pace with the evolution of reality is more difficult than ever. In the labour market, competition is increasingly unrelenting: the level of training required is growing and the jobs available on the market are increasingly subject to the precariousness of the economic world. From the sociological point of view, on the other hand, the fabric of society is more and more liquid: people make their way in their lives by moving closer and further? from their social groups, changing the environment in which they live and changing the nature of their social relations. These dynamics make trust between peers an increasingly rare and at the same time increasingly sought after good. In such an unstable and chaotic context to emerge from the masses, being recognised in a large group and being able to gain the trust of the people with whom the individual comes into contact is a real necessity. It is precisely because of this need that in recent years personal branding has begun to be the subject of the attention of a growing number of scholars, experts and even those completely unrelated to branding or marketing issues. The objective of this paper is to contribute to the research and analysis of this practice, demonstrating its absolute centrality within the various innovation processes. In order to achieve this result, after having studied in depth what is meant by personal brand, all the possible advantages that theories related to this topic can bring will be analysed. Subsequently, the most accredited theories related to both the digital and offline world will be exposed. In the end, the limits and criticalities of these theories will also be treated in order to offer the reader the possibility to see the topic of personal brands in a more complete way. The work develops by providing numerous examples of different market niches in order to underline the great interdisciplinary nature of this practice.