THIS BRAND IS YOUR BRAND

摘要

Branding, the name for the elaborate and sophisticated efforts that companies and their marketers use to make one widget seem cooler than another by infusing it with emotional or cultural meaning, is practically synonymous with cajoling us to buy more new stuff—from T-shirts to gadgets to cars—whether we need it or not. And if your old stuff happens to end up in a landfill before its time, well, sorry. That's not a problem that branding was designed to address.