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Anyone for personal branding?

Hugh Hefner: Playboy overlord an inspirational
figure for job hunters?

Here's a thought for the hordes of investment bankers twiddling their thumbs at home after the latest round of job cuts. How about spending a lovely spring day in the garden thumbing through a newly published book on personal brand development?

Managing Brand Me - written by Swedish branding experts (no, that isn't a reference to some obscure Nordic S&M activity) Thomas Gad and Annette Rosencreutz - claims to pick up where American management guru Tom Peters left off with his concept of "Brand You".

The book tells you how to build your personal brand - "your unique corporate DNA", as the authors like to put it. It promises to help "to get you the job you want ... and to have direction in where you're going".

Thomas and Annette may lack the media pulling power of their fellow Swedes, England national football coach Sven-Goran Eriksson and TV star Ulrika Jonsson, whose "are they, aren't they?" antics kept UK newspaper readers on tenterhooks in April.

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