Under normal circumstances, the name a human being bears is no more than the band is to a cigar: a means of identification, a superficial, almost unimportant thing that is only loosely related to the real subject, the true ego. In the event of a success the name begins to swell, so to say. It loosens itself from the human being that bears it and becomes a power in itself, a force, an independent thing, an article of commerce, a capital asset; and psychologically again with strong reaction it becomes a force which tends to influence, to dominate, to transform the person who bears it.

Stefan Zweig (1881-1942) Austrian novelist, playwright, journalist, biographer

The World of Yesterday [Die Welt von Gestern], ch. 13 (1942)
    (Source)