The problem with branding is that it limits language. It scripts and uses rhetoric to converge symbolism in the price of meaning. This process creates a silent impossibility when we brand language, say if we find ourselves using the term 'uncertainty' or 'change' a lot, we will be reluctant to use other nouns that link to those ideas. Over time, we drown ourselves out of words to use because what we sell represents the idea and not the idea itself.