There is a common misconception in brand strategy that a company is destined to grow and prosper if it has a celebrity representing its brand. It is not. However, companies use campaigns and hire celebrities that represent a specific culture in order to boost their brand desire. If its demographic likes that celebrity, then well done. If not, then the strategy may actually be working against the product. You may need your own celebrity.

New York based photographer, Mark Mellia, decided to mock personal branding and left his own “brands” throughout New York grocery stores, supermarkets and even people’s homes. By doing this, he is raising awareness throughout social media websites, which are some of the most influential sources nowadays.

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Popular pictures of one’s self, or selfies, were not nearly as popular before the big social media boom. Facebook seems to be a big game-changer, but even before Facebook there were smaller sites that were supporting this culture–and there will certainly be more now with the growth of Instagram.

Mellia’s underlying message simply highlights what we already know: Our generation does not require celebrity-induced ads because we will be the ones making them. Unless they can promise an incomparable amount of social buzz or a brand truly wishes to pivot in a particular direction, then forget about it. Look at the US insurance market: Flo, Geico and The State-Farm guy are all characters that were not made in Hollywood or the NBA, but rather in some PR office. We no longer need representative celebrities because we will invent our own characters. Not only that, we will tell you what they like, how they dress and how they think just so you don’t have to worry about it.