WHAT YOU’LL LEARN



Have you ever heard of the Matthew effect? The old saying does often seem to hold true: the rich get richer and the poor get poorer, creating a widening gap between people who have more and people who have less. After a passage in the gospel of Matthew, an American sociologist Robert Merton called this phenomenon the Matthew effect in the mid-1970s.

He first noticed the phenomenon in the academic environment. Robert Merton coined the Matthew effect explaining obvious discrepancies in recognition received by famous scientists and unknown researchers for similar work. The phenomenon quickly caught the attention of researchers and has been confirmed in economics and other fields.

In 2013, J.K. Rowling, the author of the Harry Potter fantasy series, published the crime fiction novel "The Cuckoo's Calling" under the pseudonym Robert Galbraith. The book failed to sell: until someone leaked that Joanne Rowling was writing under a pseudonym, only 1500 copies were sold. When JK Rowling's agent confirmed to the Sunday Times editor that Robert Galbraith was her pseudonym, sales increased by 4,000%. And this is the power of the Matthew effect or the personal brand in action!

Gipnetix courses in Branding and Online Marketing will train you to tell a story of your brand through digital channels that allow you to connect with your perfect audience best. become a skilled brand communicator with Gipnetix.

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