Earlier this month I delivered a personal branding workshop to the Young Professionals Group of the Little River Chamber of Commerce. I used a six-part framework that moved from self-discovery to action, helping participants clarify their values, define what made them unique, and create a clear plan for long-term success. During the workshop, attendees:
1. Identified their core values and clarified what mattered most to them.
2. Reflected on their achievements, skills, and strengths to define what made them different.
3. Defined their purpose, outlined how they could make a difference, and described the value they could offer others.
4. Identified places to promote their brand both online and in person.
5. Designed a personal logo that visually represented who they are.
Matthew A. Gilbert, MBA
Teaching undergraduate students generatively. 🍎 Researching sports and marketing technology. 🔬 Developing educational content interactively. 📚 Matthew A.
Gilbert, MBA, is a lecturer of marketing at Coastal Carolina University, where he teaches courses in advertising, personal selling, and principles of marketing. His research explores how marketing, technology, education, and sport intersect to drive innovation in learning, content creation, and consumer engagement. An accomplished writer and speaker, he has delivered three TEDx Talks and authored
04/24/2026
I recently had the opportunity to attend the induction ceremony for the newest members of Beta Gamma Sigma at Coastal. BGS is an international honor society that recognizes high-achieving students in business programs accredited by AACSB. I had the good fortune of being inducted in 2021 as a faculty initiate and was chosen as the Professor of the Year by the student members in 2023.
04/10/2026
On April 10, 2021, I virtually delivered my TEDxRITDubai talk, "Moving Forward from Failure." Drawing on personal challenges including my younger son's near-death experience, my older son's autism diagnosis, my grandfather's passing, and professional setbacks, I explore how moving abroad to Dubai became the catalyst for rebuilding.
Using the PIVOT framework and the World War II story of engineer Beatrice "Tilly" Shilling, I argue that failure isn't the end. It's feedback. Moving forward requires the courage to shift strategy, learn from every "close, but not quite" moment, and rediscover who you're meant to be.
I invite you to watch the full talk here: https://www.youtube.com/watch?v=Ny_ttKXMzo4
Moving Forward from Failure | Matthew A. Gilbert | TEDxRITDubai In his talk, Matthew takes us through why, what, and how to pivot over, under, or around any obstacle. He does so by taking us through his life-changing even...
04/09/2026
I completed faculty and staff training for the Green Bandana Project this week along with Coastal President James Winebrake, Javier Hernandez, and 62 others. The Green Bandana Project is a mental health awareness program that trains participants to recognize signs of distress and connect others to support resources. Those who complete the training wear a green bandana to show they are a safe person to approach if someone needs help or guidance.
Last week I attended the annual conference of the Association of Marketing Theory & Practice (AMTP) in Myrtle Beach. It was a great opportunity to learn about research other marketing faculty and students are pursuing and to explore potential future collaborations. It was also good to reconnect with former Coastal colleague Dr. Brenda Turner, DBA, MBA, and to see current colleague Richard Flight, Ph.D, present his research.
I also had the chance to present my conceptual research, "Selling the Self: Personal Branding and Impression Management on LinkedIn." It is intended to examine how professionals strategically construct personal brands on LinkedIn. Drawing on Erving Goffman's dramaturgical theory, it will investigate how personal identity is performed and converted into professional capital.
The abstract is below, and you can download the extended abstract here:
https://digitalcommons.georgiasouthern.edu/cgi/viewcontent.cgi?article=1034&context=amtp-proceedings_2026
Abstract
"Drawing on Erving Goffman's self-presentation theory, this study examines how professionals construct personal brands on LinkedIn through strategic identity performance. Using qualitative content analysis, the research analyzes 250 publicly available posts from 50 professionals across five occupational categories. The analysis employs deductive coding guided by Goffman's concepts of front-stage performance and impression management, examining visual elements, linguistic strategies, content themes, and engagement tactics. Data is analyzed using NVivo software. This study contributes to marketing theory by conceptualizing personal branding as both a communication practice and economic behavior, illuminating how professionals balance authenticity, visibility, and strategic positioning on career-focused platforms where personal identity transforms into professional capital."
04/03/2026
On Wednesday, April 1, I had the opportunity to judge stop motion animation projects created by 4th and 5th grade students at the 17th Annual Horry County Schools Technology Fair. I was paired with WMBF News Chief Meteorologist Jamie Arnold. This was my fourth year serving as a judge, and each year I leave even more impressed by the students’ curiosity and creativity.
04/02/2026
I welcomed Caroline Lee to my classes last week to discuss employment opportunities with Total Quality Logistics (TQL). With more than $8 billion in annual sales, TQL is one of the largest freight brokerage firms in the nation. They are looking for recent graduates without prior sales experience to join their “fast track sales program.” It includes a $2,500 sign on bonus and paid relocation to one of their offices in Cincinnati, OH for a six-month training program. From there, new hires have an opportunity to work in any one of TQL’s 60 offices where they can earn uncapped commission on sales.
I recently shared insights with WalletHub about building credit responsibly. I reflected on my first experience as an authorized user on my father’s card and discussed when people should open their first account.
I emphasized reviewing interest rates and fees carefully, recognizing how companies often target college students, and considering secured cards when rebuilding credit. My message was simple: treat credit as a tool that requires patience, discipline, and informed decision-making through each stage wisely.
You can read my answers to the five questions I was asked via the link below:
https://wallethub.com/credit-cards/first/ =Matthew_A._Gilbert
03/31/2026
I recently participated in a panel discussion for the Coastal Carolina University chapter of Delta Sigma Pi business fraternity with seven colleagues from the Wall College of Business. We were asked a series of prepared questions about life, work, and learning plus several questions from students in attendance. Participating in something like this is one small way I can give back to the young adults who make my career so meaningful.
02/01/2026
According to this article, AI is reshaping the college-to-career pipeline and weakening the value of a degree. Employers are cutting internships and entry-level roles as AI takes over routine tasks, leaving recent graduates with fewer opportunities and higher unemployment than older workers. Students struggle to gain experience, raising concerns about return on investment. The article argues colleges must adapt by integrating practical, work-based learning into academic programs.
It's Starting to Look Like AI Has Killed the Entire Model of College As AI appears to do much of the work of entry-level job seekers, the entire premise of a college education seems to be collapsing.
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