When you become a brand, you have to repeat yourself. It’s a condition of post-capitalism. Your reputation forces you to repeat what people are expecting from you. And it is a kind of cannibalism of yourself, an autophagy*, where you promote yourself on the basis of your given self and never to try to change. If you change, you break the brand, because immediately the system says, ‘What? What are you doing? We are just commissioning you to be you, not to be something other than you.
Francois Roche, via