Yes, personal branding, though it’s been around for years, is catching on as another buzzword. It seems that our web2.0/social media friends latch on to these words and catch phrases as some sort of security blanket, and they kick them around until they are dead and pulpy. Let’s just be real people doing real things, and the cream will indeed rise to the top. Unless I play in a really successful band, I don’t think I deserve the label “rockstar,” do you?