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Whatever made this process of marketing to be called ‘branding’. Of course, even burning money in repetitive advertising for the purpose of branding often doesn’t make branding happen.

Suppose we leave aside the ‘burning money’ phrase and focus more on messaging. In that case would it be worth calling the process ‘etching’.

Then the language changes weirdly.

I own the brand.

I own the etch?! Oops!