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The use of innovation rhetoric by non-tech individuals reinforces their personal branding. Studying four non-tech political personalities, this study provides evidence of how and why non-tech politicians are trying to present themselves as tech-savvy. As the article describes, innovation buzzwords, stories, narratives, and metaphors add value to any non-tech brand, enhancing promotional presence and marketing effectiveness. It is apparent from the findings that innovation rhetoric has the aim of creating a positive public image, which contributes to the public perception of an individual.
Itzhak Mashiah (Fri,) studied this question.