9 Why Self-Branding Is No Longer a Choice and What Your Personal Brand Says about You

WE LIVE IN a society that defines itself through the phenomenon of branding. We rarely describe our favorite jeans by their color or style; we identify them—and their place in the social pecking order—by their brand. We do the same thing with our preferred coffee shops, cars, bars, computers, ketchup, peanut butter, phones, golf balls, restaurants, and even hospitals. Our grandfathers divided themselves into “Ford men” and “Chevy men,” which is nothing more than the notion of branding manifesting as a middle-class colloquialism. Such groups still exist: You’re into PCs or you’re into Macs, and rarely do the twain meet, choose the same wardrobe, or even talk ...

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