Ten years ago Tom Peters wrote an article entitled "The Brand Called You" in the then-hip magazine, Fast Company. I read the piece at the time and thought it one of the ghastliest, most irritating articles on management ever written.

Peters' idea was that people are brands - just as corporations and goods are. Each of us is chief executive of Me, Inc and it is our job to manage our brand actively. The article ended on a hysterical, threatening note: "You are in charge of your brand. Start today. Or Else."