Brand Yourself a Changemaker!

This article uses the case of social entrepreneurs or “Changemakers” to investigate the phenomenon of self-branding among knowledge workers. We argue that self-branding is not only the effect of a neoliberal regime of governmentality, but that this phenomenon could also represent the seed of a new and more rational value regime that could provide the basis for a more adequate institutional framework for an emerging economy of immaterial labor. We explore the political and ethical implications of this suggestion.