If my brand had indeed been diluted, it stood to reason that I should immediately endeavor to become a better, more distinctive brand, while aggressively defending its edges against all would-be infringers. There was, however, one glaring problem with this plan. I have a deeply conflicted relationship with this whole idea of humans behaving like corporate brands. My first book, No Logo, was a treatise against the rise of lifestyle branding, including the idea that individual people should shape and market themselves as commodities. Me treating Wolf like a branding problem would be about as off-brand as I could get.

XREF: Connects to Klein's identity as author of No Logo; her own brand logic now collides with her prior anti-branding thesis.

Naomi Klein, Doppelganger, loc. 154