“As head of communications for the online division of MTV, Mark Pasetsky spent much of his time branding the group’s C.E.O., Nicholas Butterworth. The idea was to establish Butterworth as a cutting-edge digital pioneer by getting him booked to speak at music and industry conferences and convincing reporters to quote him as an expert in industry publications.

“It was a full-time job to build up his brand,” Pasetsky says. “He was basically on a speaking tour half the year.” After realizing how much time he was devoting to executive branding, Pasetsky eventually decided to form his own consulting company.”

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