A brand is a promise of consistency and dependability

Evidence

Still, Hon was right. My doppelganger trouble was definitive proof that I had flunked at one of the most valued activities of contemporary capitalism: developing, maintaining, and defending my personal brand. As any marketing expert will tell you, a brand is a promise—of consistency and dependability. And my promise had clearly been both diluted and degraded. How else could so many confuse me with a person who can’t seem to tell the difference between temporary public health measures and a coup d’état? — Naomi Klein, Doppelganger, 153

Categorization

• DEFINE: Klein’s working definition of brand — a promise of consistency — which she then immediately blows up by showing how unlike her brand-consistency values her situation is.