Virtually every sentence that contains the word “brand” is bullshit, and this one is no exception.

Cory Doctorow, The Memex Method

I am not sure when we became brands rather than people, but here we are. For me, it became apparent years ago, when I church I attended was opening a second location. It was a small, local, non-denominational church. But they were saying that though it was a new location, it would be just like the first. It would have the same “brand.”

My question was, if it was a church, wouldn’t brand just be a new way to say denomination? Funny, no one would answer my question.