>Brands are not built to contain our multitudes; they demand fixedness, stasis, one singular self per person. Human statues. The form of doubling that branding demands of us is anthithetical to the healthy form of doubling (or tripling, or quadrupling) that is thinking and adapting to changing circumstances. That would be a problem at any time in history, but in a moment like ours, with so many collective crises demanding our deliberation, debate, and elasticity, the stakes feel civilizational. (pg. 66)