Am I the only one who finds this idea of 'me as a brand' demeaning and de-humanizing? It seems to me to represent all the worst aspects of crass commercialism, where even people are 'commodit-ized'. In this case we are doing to ourselves! I'm not opposed to working, to working hard, taking pride in fine craftmanship, and when necessary selling my services to a new buyer. But I really do resist treating myself like a new salsa trying get space on a supermarket shelf.