In business circles, in almost all sectors, it's become common to personify the concept of brand. We now ascribe branding terms not only to inanimate products and services, but to living, breathing people. Many people I know find this ridiculous, cheesy misappropriation. Even when talking about the mission, personality and charter of a brand, these folks would say the term is only appropriate when referring to products, services or corporations. Never people.
I became fascinated with this "what's-allowed-to-be-a-brand" question over the past week. Within a very short period of time, we have had three forced, globally attended conversations on brand: