I don't use dork as a pejorative. In this case Arizona Diamondbacks Eric Byrnes is actually very lovable and probably pretty cool. After all, guys with unappealing personal brands don't usually date former Miss California.
What makes Byrnes a sensation is his willingness to be himself even if he at times, comes off as nerdy (e.g. running to first base as hard as he can on a routine pop out).
What did his "Dork" personal brand get him? A three year $30 million contract! And a fan base that rivals any rockstar's. I think the personal branding lesson is simple. Have the guts to be yourself.
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