By offering a television program that went behind-the-scenes to create compelling storylines, the NHL found a means to making its brand of hockey and the personalities within it accessible to die-hard fans, casual fans, and probably a good many who never even knew they could be interested in any of it.

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Some modern-day designers are doing the same thing, building brand identities around their names and personalities (or personas), which stand for much more than slim-cut suits or universally flattering wrap dresses (no offense to Hedi Slimane or Diane von Furstenberg).

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In fact, some of us even brand ourselves "PC Guy" or "Mac Guy" as if it says something about our personalities.

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