"You have to have credibility as a brand, and underneath that you need a solid base, which for me was the Greg Norman Collection."

There's nothing like reading Greg Norman talk about himself branding, as he does in this Bill Wilson BBC story.

"I built a brand around myself, I became a 'living brand'," he says, pointing to a major breakthrough on his business journey, the formation of the Greg Norman Collection clothing line in conjunction with Reebok back in the early 1990s.

"That was when my image took hold and then expanded.

"Since then there has been the integration of my other business interests, and my shark logo is recognised around the world, with for example wine, beef, real estate."

Beef?