They include, in no particular order: pretending to be handicapped to get his own bathroom at work (cue the Morning Train theme song); trying to hit on Marisa Tomei while engaged to another woman; posing as a marine biologist to get a date with the "it" girl from high school; and getting into fights with women over Big Salads.

But the biggest thing that only George "Can'tstandya" Costanza can pull off? His ability to refer to himself in the third person. Let's take a moment and reflect on his Relationship George versus Independent George conundrum that occurred when he was engaged to Susan:

"If she is allowed to infiltrate this world, then George Costanza as you know him, ceases to exist! You see, right now, I have Relationship George, but there is also Independent George. That's the George you know, the George you grew up with - Movie George, Coffee Shop George, Liar George, Bawdy George. And he's dying, Jerry! If Relationship George walks through this door, he will kill Independent George! A George divided against itself cannot stand!"

Amen, brother. And while George (all varieties of him) comes across as endearing when he speaks this way, not everyone does. And someone needs to point this out to British R&B singer Craig David.

David is probably the artist most heavily criticised for "self-branding" - that's a polite marketing term for saying that he often refers to himself in the third person both in his music and in interviews. Listen to his albums (Born To Do It and Slicker Than Your Average) and David weaves his own name into his lyrics, telling us that Craig David is on the rise, or in the house, or where it's at.

In David's defence, this isn't anything new. Rappers (like Usher, Jay-zee, Ludacris, Eminem and 50 cent) are well known for rapping their own names into their lyrics - it's a bit like a signature tag in lyrical graffiti. The problem happens when you take it one step further - when you start referring to yourself in the third person in conversation (something that should be reserved for Muhammad Ali and serial killers).

In one interview, David is quoted as saying: "I've got loads of time for ladies - so I've got a long, long time to find the right girl for Craig David." And a long, long time to find a big enough freezer to hold all the itty-bitty parts of them once he has chopped them up in the manner of Son of Sam. In another interview, David said: "It's key that people listen to Craig David and find out what he's about, rather than be bombarded with collaborations."

Of course, it's not just musicians who refer to themselves this way. Athletes are notorious for continually talking about themselves in the third person. And the three biggest offenders in Australia are Jeff Fenech, Ricky Stuart and Benny Elias.

A prime example occurred during the Super League brouhaha in the 1990s, when the now Sydney Roosters coach Ricky Stuart famously said: "Ricky Stuart has to do what's best of Ricky Stuart." So the second Ricky Stuart is now referring to a third Ricky Stuart? I can't help but think of Michael Keaton in Multiplicity.

The big question is, what drives a person to start referring to himself or herself as a separate entity? (Marc Willems wants to know.)

It's what happens when people - namely celebrities - start thinking of themselves as a brand. When people refer to themselves in the third person, it suggests that they think of themselves as an icon or a trademark or a franchise - something bigger than the individual.

Even in the months of the superfamous this comes across as pretentious. In the mouths of everyone else it comes across as downright deluded. In Australia, where big-noting is the ultimate sin, talking about yourself in the third person is seen as a sure-fire sign that you need to be brought down a peg or two.

And you can trust an Osmond to take it one step further. In 2001, one-time teen heartthrob Donny Osmond embarked on an American concert tour that involved a very special duet. With himself. Having found some old footage of himself at 13 singing Go Away Little Girl, Donny promptly decided to do a duet with the footage of Little Donny on stage.

The brains behind this concept was Phil Ramone who was responsible for the Unforgettable duet Natalie Cole did with her late father Nat King Cole back in 1991.

On the experience of working with himself, Osmond (the 45-year-old) said: "Facing yourself is really weird, but it's cool. Little Donny sings the lead and I'm singing harmony."