Personal Branding

There's more relevance to the leaders of a company and what their personal brands are. Consumers are so wary of the messages coming to them that they feel like it's more useful for them to be able to identify with a person that they trust and respect. There's also an element of how do we apply this to a big firm versus a small firm, right? I generally am more open to the idea of an individual at a firm being encouraged to have a personal brand.