Does Mayor Pete’s Last Name Help Or Hurt Him?

tested respondents’ ability to recognize public figures from their photographs, under a third of those who successfully identified Mr. Buttigieg were able to spell his name correctly. In fact, “Buttigieg generated an impressive 167 variations, suggesting that whatever the respondents thought the name was, maybe by reverse-engineering what they thought it sounded like, they were wrong.” Apparently, being unable to spell someone’s name doesn’t interfere with recognizing them.

Your last name, like many elements of your personal brand, is baked into your childhood when you’re born. When you’re embarking on a new chapter of adulthood, should you change it? If you have an especially hard-to-pronounce name and you seek to build your brand—for politics or Hollywood or even to be a project manager in the tech sector—should you consider it a benefit or a liability?

As a personal-branding pioneer, I can tell you that the most important word when it comes to names is consistency. Effective personal branding is about showcasing what makes you unique, and if working your quirks includes a quirky name, just make sure to embrace it fully, especially in the digital age; after all, your name is now a search term.

That said, if you’re getting ready to become a parent and you’re wondering if the name itself is a predictor of anything,

Is it Russian?

It’s not Pete’s last name that hurts him. It’s Pete’s liberal agenda and policies that hurt him.

Hurt

Seriously? This is the reporting?

The son of a perterbuilt semi.

Like his initials being P.P. Butt?

the fact that he appears to be a CIA plant hurts his chances with me.

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