Good brands are immune to fundamental transformation. Conceding to having become one at age thirty would have meant foreclosing on what I saw as my prerogative to change, evolve, and hopefully improve. It would have locked me into performing this particular version of me, indefinitely.

SEED: This is a rich angle for an essay on the tension between personal branding culture and the desire for self-reinvention — why 'knowing what you stand for' can become a cage.

Naomi Klein, Doppelganger, loc. 168