> Branding is a process that requires what the author and psychotherapist Nancy Colier describes as an imperative to “relate to our self in the third person”. A commodified self may be rich, but the commodification still requires a partitioning, an internal doubling that is inherently alienating. There is you, and then there is Brand You… one self necessarily impacts the other. If countless numbers of us are doubled, all partitioning and performing ourselves, it becomes harder for anyone to know what is real and what and who can be trusted. Which of our opinions are genuine, and which are for show?… What doesn’t ever get said, or shared, because it’s off-brand? (pg. 62)