An excellent post from Rick Liebling at Eyecube on the philosophy of The Brand Called You. His take - the idea is dead. Now the focus is on "The Brand You Build." How do you do that? By doing what a brand was always supposed to do - create unique value. Liebling's take is dead-on accurate - it's well worth the read. (BTW, if you scroll down the comments you can see my take.)
So ask yourself - are you creating unique value?