Trademarks as celebrities?

Briefly noted, this advice from Fredrikson & Byron PA: "It can be a good thing to think of your trademarks as celebrities and of yourself as their agent, publicist, bodyguard and fan."  I couldn't disagree more (though I'm intrigued by the idea of a Tiger Woods style meltdown despite the mark's handlers' best efforts), but many trademark owners clearly do think that way, as Jessica Silbey's work confirms.