“branding is the losers’ revenge”

“Branding is the revenge of the lazy and less capable manufacturers on their more capable counterparts. The losers made the brilliant move of shifting the competitive parameters from the real to the secondary — with the result that we now compete on words, symbols and “universes”, rather than on substance and real capabilities. Branding brings us wasted effort and wasted money, packaged in promises of progress.” Scenario Magazine 05 : 2001, Copenhagen Institute for Futures Studies