When Brands and People Swap Faces

In the great race for relevance, brands are acting like people, and people are acting like brands.

It’s kind of like the Spider-Man meme, except everyone’s pointing fingers and trying to sell you something.

On the surface, it makes sense. Relatability is gold in every market.

But what happens when the lines blur so much that you can’t tell where the person ends, and the brand begins?

And is this trend really a win for “authenticity,” or just another performance in the endless theatre of marketing?

Unfortunately, the answer isn’t as clear as your fave influencer's skin. But we can still unpack the good, the bad and the plain weird of this growing phenomenon.

The good.

When it works, it works. There’s no denying that some examples of personal and corporate branding fusion are pure gold.

For example:

MrBeast

Jimmy Donaldson, aka MrBeast, is a case study in flawless brand integration. His personal brand—generous, innovative, fearless—is seamlessly tied to everything he touches.

Whether he’s giving away millions in wild stunts or launching ventures like Feastables, his authenticity shines through. It’s not just marketing; it’s who he is. And because of that, people don’t just buy his chocolate bars; they buy into his values.

Chobani

Founder Hamdi Ulukaya’s personal story of immigrating to America and building Chobani from scratch isn’t just inspiring; it’s integral to the brand.

By leaning into Ulukaya’s mission-driven approach, Chobani feels less like a faceless corporation and more like a purpose-driven movement. It’s yoghurt with heart, and consumers feel good supporting it.

The bad.

When it backfires, it backfires.

For every MrBeast, there’s an Elon Musk reminding us that merging personal and corporate branding isn’t without risk.

(Sorry, Elon, you’re copping the smoke these days. Nothing personal, it’s just business, as I’m sure you understand.)

Musk’s personal antics are inseparable from his companies, but not always in a good way.

Sure, his unpredictable tweets and polarising opinions have built a cult of personality. But they’ve also alienated audiences and sparked PR crises.

His controversial moves as owner of X, for instance, have left a mark not just on his personal reputation, but also on Tesla and SpaceX.

The lesson? When a personal brand goes rogue, the ripple effects can have huge impacts on corporate ventures.

The weird.

Barbie isn’t a person, but, thanks to Mattel’s marketing genius, she’s relatable now.

The Barbie movie wasn’t just a cinematic hit; it was a cultural rebrand. By giving Barbie a personality—one that’s funny, feminist, and deeply self-aware—Mattel turned a corporate relic into an empowered character.

It worked spectacularly, but it raises an intriguing question: Are we entering an era where every brand needs to feel like a person to succeed?

The impact.

As brands strive to feel human and individuals polish themselves into marketable entities, the concept of authenticity itself is at risk.

When a company adopts a “personal” tone, is it genuine or just a ploy? And when a person spends more time curating their LinkedIn profile than living their life, are they still relatable? Or better yet, real?

The chase for attention and emotional connection is erasing the distinction between people and corporations.

While this might create marketing magic, it’s also a little dystopian. (Yes, that’s my new favourite word. Yes, you will be hearing it often. If you want to know why, LOOK AROUND, perhaps?)

The takeaway.

As the lines blur, marketers must tread carefully. Here’s how to navigate this brave new world:

1. Know your lane. A personal brand and a corporate brand should complement each other, not copy each other. Don’t try to out-human the humans if you’re a brand, and don’t try to out-brand the brands if you’re a person.

2. Stay genuine. Authenticity isn’t just a buzzword; it’s the difference between connection and cringe. If you’re faking it, your audience will know.

3. Balance the power dynamic. Individuals and brands are playing on the same field, but the stakes are different. Know when to lean into emotional connections and when to keep things professional.

4. Plan for fallout. If your brand is tied to a person, or vice versa, have a plan for when things go south. Personality-driven marketing is high risk, high reward.

In the end, the question isn’t whether this trend will continue—it’s how far it will go.

It’s all very spooky-existential-esque and I just want to know when things will feel NORMAL again.

One thing’s for sure though: that Spider-Man meme has never felt more relevant.

-Sophie, Writer