And don’t forget to apply for the coveted “Fries With That?” fellowship.

Gene Weingarten is not amused, but in an amusing way:

Dear Leslie:

I am honored that you have chosen me as the subject of your journalism school graduate thesis. At the behest of your instructor, you e-mailed me to ask how I’ve “built my personal brand over the years.” I’m answering with this column.

The best way to build a brand is to take a three-foot length of malleable iron and get one end red-hot. Then, apply it vigorously to the buttocks of the instructor who gave you this question. You want a nice, meaty sizzle.

via Gene Weingarten: How branding is ruining journalism – The Washington Post.