In the last year or so, the word ‘brand’ has been appearing with increasing regularity and IT is no exception to this trend. Top athletes talk about their PB, or personal best. For CIOs, is your PB more important than your PB? By that I mean is your ‘personal brand’ more important than your ‘personal best’? Marketing and branding are no longer restricted to the domain of the sales and marketing teams, whose primary purpose is to make their company’s products and services more attractive or appealing to customers than those of the opposition.