As someone who spent a lifetime in the world of consumer marketing, I really enjoy hearing all the Hollywood stars speaking about themselves as "brands". Well, we surely know they change their packaging every year or so and continue with the effort to have a new look when they are well into their senior years. I've accepted the coloration changes to my hair and the increasingly disturbing size of my product as the years go by but I find it very funny to think of myself as a "brand". However, I do enjoy hearing people apply this marketing approach to the difficult task of grabbing a share of market for themselves within their category. I love to follow some of them and see how they go forward with positioning their brand.
Even though I've poked a little fun at this new concept, I very much agree with using the brand review practice to document where you are in your quest for success and how you can get back on track and increase your appeal to your target consumer.