Nothing of real substance

Just very intrigued with the FC article, Brand Obama and how this can be adapted to my work and life.  The development of a person as a brand is obviously nothing new (Michael Jordan, Tiger Woods, Bill Clinton), but the way in which Obama and his camp are going about it lends the idea to more than a public figure finding a new way to feed him/herself into the pipeline of celebrity and then using that line to bring forth one's goals. I wonder, at a base, day to day, personal level, how much of an impact would branding oneself in such a way make...