Balancing Organizational and Personal Brands


@ScottMonty is an unlikely Twitter handle for Ford Motor Company’s leading presence on the site. “I knew that I had the ability to leverage my personal brand on behalf of the company,” said Monty, Ford’s global digital and multimedia communications manager in a recent Fortune story discussing his move to the automaker in 2008. Thousands of personal online fans followed him to Ford. But when Monty eventually leaves Ford, will his fans pick up and travel with him? Possibly so.

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