According to Giriharidas,"the personal-branding field or self-brand traces its origins to the 1997 essay "The Brand Called You," by the management expert Tom Peters." Contemporary theories of branding suggest that brand ambassadors do not need to have a formal relationship with a company in order to promote its products/services. In particular the Web 2.0 allows all individuals to choose a brand and come up with their own strategies to represent it. Biro believes that "everyone owns their own personal brand. Companies and leadership must see the value of this concept for a successful social workplace recipe. If a brand ambassador chooses to represent the company and/or its brands, the individual should do so in a transparent way." Self-branding is an effective way to help new businesses save the hassle of hiring brand ambassadors, training them and then realising they are not good enough for the company. In addition, it is an effective tool in order to target a niche audience and allows one to take sole control of their own brand representation. On the other hand, branding one's own product/service creates an instant connection with the audience and helps the brand stand out in comparison to other known brands that use popular celebrities or hire brand ambassadors.