this article is slightly stale, but it has been sitting in my bookmarks begging to be posted. blogger has become an integral part of my brand management strategy :

“There is something, I think, about the Internet — with its microtargeted discussion groups and virtual celebrities who are famous to 15 people — that ramps up the possibilities of personal hype. The padded résumé is probably as old as the résumé itself, but with one’s own Web site, it is easy to showcase not just your padded resume but also complimentary blurbs from friends and colleagues, thoughtful sound bites, photographs of you with friends, etc. These little self-marketing monuments exist now by the
thousands. Two years ago, it was rare for a serious author to have such a site, but now even New Yorker writers have them, successfully creating viral marketing campaigns that were not possible in, say, J.D. Salinger’s time. Of course, the strategy isn’t limited to published authors. I recently stumbled across a Web site that advised chat-room denizens on how to establish their personal on-screen brand. For starters: “Develop a catch phrase.”

It is all part of the “Brand Called You,” a sort of life-as-company philosophy articulated by the management guru Tom Peters — and long since swallowed whole by the career-advice wing of the business press.”

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