I think it's great when reputation becomes more valuable than money. This really helps to make deals with people, understanding how much they'd risk if they decide to set you up or something.
Unfortunately, reputation is still not something particularly important in my country, and people rebrand fairly easily over the years.
Some people can make a brand out of themselves, but honestly, I wouldn't want that even if I could. That means too much attention, too little freedom in activities and life choices because of how that might affect the market.