The recently concluded World Athletics Championships ended up being about two people – and I choose my words carefully here. One was Usain Bolt from Jamaica and there are no prizes for guessing the second personality – Caster Semenya from South Africa. Usain Bolt, the world 100meteres and 200 meters champion and record holder came to the limelight during the 2008 Beijing Olympic, not because of his sprinting heroics that didn’t need too much of a mention, he came to the limelight after being castigated for being arrogant and disrespectful of his fellow competitors. He didn’t come to the fore as a necessarily loved personality at first. Brand Usain Bolt was born to the global stage on that note. The brand certainly did not invite indifference. Love him or hate him, Mr. Usain St. Leo Bolt was not going to let you ignore his personal brand.