What is personal branding anyway? Wikipedia says:
Personal branding is the process whereby people and their careers are marked as brands (Lair, Sullivan & Cheney 2005).
Who needs it? We all need it. Today, more than ever before. But it shouldn't be fake. It has to be genuine- real- authentic. And even if you are "just looking for a new job" you need it too!
Jason Alba posted this slideshow on his blog the other day. It does a great job of defining what it is and how to define and build your brand. (sluggish at times, be patient). Brand You: Personal Branding.
(Great work Kristian Anderson)
If you are looking for more information on personal branding, there are some gurus who write about it. It seems every one is writing about it, because it is a critical component of career management and job search. You can say you don't need it. You can say it doesn't apply to you. However, it is real and it IS for everyone.