Missed it by a mile.

Conflating 'influencers' with personal brand is not a very good idea. A personal brand doesn't have to be showy, faddy, fake, or cringy.

Most people have a personal brand, and most people's personal brand traits would be bland, boring, uninteresting, uncurious, and uncivil.

"Employers hire and promote people that can get stuff done."

Yeah. That's personal branding.

I get it, the need to publishe 50 times per week makes it hard to find stuff to say so we go for the outrageous in order to get views.

THAT is also a personal brand, you know.

And...

"Younger generations see through online performance culture desperately done for the fake currency of ‘likes’"

Say, Tim, have you ever logged in on TikTok?

Seriously?