"When the language of advertising and personal branding enjoins you to “be yourself,” **what it really means is “be more yourself,” where “yourself” is a consistent and recognizable pattern of habits, desires, and drives that can be more easily advertised to and appropriated, like units of capital**. "In fact, I don’t know what a personal brand is **other than a reliable, unchanging pattern of snap judgments: “I like this” and “I don’t like this,” with little room for ambiguity or contradiction**." ([Location 2431](https://readwise.io/to_kindle?action=open&asin=B07RHWKD7N&location=2431)) --- **Tags** -- [[quotes]], [[personal-branding]], [[dealing-with-social-media]], [[honesty]], **Source** -- [[20251230081807 - B - How to Do Nothing]]