Branding

The Lord High Executioner in the Mikado had a little list of folk who would not be missed. Let me add the whole concept of ‘branding’ to that useful list. Our local university recently took a concern with its ‘brand’, not its product, naturally, to ridiculous heights by threatening legal action against a local high school that uses a similar husky dog logo.

Get a grip, people. Everyone from athletic departments to writers is now urged to cultivate the brand, which in my estimation is just another pernicious step toward the commodification of everything and one reason so much writing and art work is now so boring.

As for universities, they might better mind their students - and graduation rates- and the ‘brand’ would take care of itself.