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?

XREF: Connects to the contemporary discourse around personal branding in the gig economy and social media era.

Naomi Klein, Doppelganger, loc. 153