The people below understand personal branding at a very high level. Tier 1 practitioners are masters, meaning they have incorporated all 3 levels.
The key skill here is the ability to maintain control over the brand, to maintain a level of privacy, even as the person makes it porous and open to examination.
Tier 1: Talk about personal flaws as problematic. (Includes Tiers 2 and 3)
1. Penelope Trunk
2. James Altucher
3. Lena Dunham
Tier 2: Openly talk about personal flaws, embarrassments, etc. (Includes Tier 3)
4. Kris Jenner
5. Tim Ferriss
Tier 3: Use personal flaws as creative inspiration.
6. Jerry Seinfeld
7. Woody Allen (note: I believe Dylan Farrow; this is an assessment of Allen as an artist)
All opinions my own.