Over a decade ago, Tom Peter’s wrote a visionary article in Fast Company entitled The Brand Called You, where he laid out the then startling proposition that ordinary people could establish their own personal brands much like Fortune 500 companies and celebrities.

This past Friday, I was chatting with a friend who just started working for a luxury brand consulting firm when she asked, “Do you Twitter? I’m just asking because it’s THE new media.” Oh no, I thought, it never ends.