From Chasing Cool: Standing Out in Today's Cluttered Marketplace:
Remember, the etymology of the word brand comes from the Old English for 'burn.' It's defined in Merriam-Webster's Collegiate Dictionary as 'a mark made by burning with a hot iron to attest manufacture or quality or to designate ownership.' A brand comes from a long-standing commitment and vision. It's not a reverse-engineering process quickly generated through trendy gimmicks."
I try to commit to the worthwhile. Life is too short and people too important for me to waste time and talent manufacturing what I'll regret branding. I want my stamp to count. Gimmicks tempt me but I know better than to invite them into the work I've been called to do.
Okay, so maybe I occaaaasionally give in to a gimmick. Perhaps you'll tell me if it's an unfitting one?