“The idea of “personal brand” sounds phony because it is. Brands are carefully contrived; they are not real. Brands are flat, soulless, and artificial “personal

“The idea of “personal brand” sounds phony because it is. Brands are carefully contrived; they are not real. Brands are flat, soulless, and artificial “personalities” designed to convince others that the brand is something it is not.” Good point. Sounds like the author is getting to what some philosophers would call Essence. For some this Essence would include a judgment of thecAuthenticity of their being.