Look at my title tag. It isn't just "the scobleizer."

It's:

Scobleizer: Microsoft Geek Blogger

It tells you a bit about who I am, and what you'll find when you click that link.

You can make your name into a brand if it's unique. Joe is not.

Fair enough. It's not quite like some advice I hear which is to base your blog name entirely on keyword research. At root, I think you are really suggesting a niche strategy for people breaking into blogging now. Odd how blogging has become a cross between self-marketing and pursuing your passion.

I think you have to have some commercial element because of the time commitment. You have to have passion to make you spend the time. The immediate money payoff is just not there yet for most people or even companies, so you need passion to sustain you.

I bring up the self-branding idea because I think creating an identity is what it is all about. I think your brand is pretty broad by the way. You are a Microsoft Geek Blogger, but you are also co-author of "Blog or Die" and browser of various links on Scoble link. You could say those are sub-brands, but they do all seem to meet in Scobleizer.