Paris Hilton

In July this year, Paris Hilton was offered $1 million dollars by The Learning Annex to teach a one-hour class on “How to Build Your Brand.” I didn't track whether the offer was accepted, but can tell you that Donald Trump was paid $1.5m for something similar in the past.

Now, like her or loathe her, Paris is a clear example of someone who has worked extremely hard to create her personal brand. And it shows that infamy too can play its part. Paris is no 'accidental tourist' when it comes to her insatiable desire to be famous. And yes, there are scores of teenage girls out there who are happy to buy her products - countered I am sure in equal, if not greater numbers of us who would not touch them with a barge pole.

And once again, this clearly demonstrates that strong Personal Brands do two things... they attract what we want and repel the rest.