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There is more than one book in

print along the lines of Brand Yourself [Ballantine, 2000] devoted strictly to the notion that the

self can be carefully concepted in order to ensure success. In fact, contends Giles Lury, brand

consultancy director of Springpoint, in Brand Strategy [2 November 2000], “branding has been

2

one of the most important commercial phenomena of the last century—almost everything is

branded nowadays...

In fact, contends Giles Lury, brand

consultancy director of Springpoint, in Brand Strategy [2 November 2000], “branding has been

2

one of the most important commercial phenomena of the last century—almost everything is

branded nowadays.” As examples, he points to the U.K. football team Manchester United,

which successfully markets self-branded clothing, ketchup and beer; The Spice Girls, with its

“girl power” message and “brand architecture,” complete with distinctive “sub-brands” (e...

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