Mark Ritson: People are not brands – no, not even me

It’s been happening ever since I started teaching an MBA course in brand management. After about the fourth or fifth class a student will sidle over after the class ends and ask me how the lessons they are learning about companies and products can be applied to their job search and their own mission to build a ‘personal brand’. 
The student asking this question varies, but my answer has remained resolutely the same. I explain that the principles we use to position product