One of the best examples of how personal brands can go awry is the Laremy Tunsil story. His projected salary was $20.4 million going into the 2016 NFL Draft with a estimated signing bonus of $13.1 million.
But his Twitter account was hacked 30 minutes before the draft and a photo of a person (alleged to be him) smoking a bong was posted.
He plummeted from first pick to thirteenth pick. In the end his signing salary was $12.4 million and his signing bonus was $7.2 million. That hack cost him millions.