May I just add that I was speaking tongue in cheek? I am a reverse snob when it comes to branding. I will not purchase any item of clothing that bears a discernible brand label. Not cheap brands, not high-end brands. Though I do sometimes receive designer hand-me-downs from our colleague Sasha Aslanian. I'm a product of the proud, effete, anti-materialistic eilte who want to be above all that.
But I have, in fact, long felt that we are sooo swept up in a brand culture that we no longer have to know, or even try to articulate why a particular experience, or a particular purchase, is any good. We just speak in code now, and expect people to remember us as the interesting, unselfconscious, sophisticated people we are, so unselfconsciously branded by the car we drive, the destination we travel to on vacation, and the particular fume blanc we pour.
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