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CANNES, France—More than 20 years ago, Marilyn Manson created his persona and even booked his first performance without even having written a song. Best of all, he wrote his autobiography before bothering to get famous.
At the time, this cart-before-horse approach to personal branding was novel to the point of bafflement. But in today's world of highly curated, meticulously sculpted social media identities for which actual accomplishment is optional, that kind of debut would just make him part of the aspirational herd.
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