branding conceals who is performing the work

and adds intellectual friction by persuading people a difference exists when there isnt any, or the difference is trivial

protecting the work of an individual from executives who attempt to create a career from branding helps the market locate production sources without paying large premiums to those who merely style it

setting the attractiveness of a good or service on its easily measurable performance emphasizes the beauty of numbers over fictional symbols and shallow catch phrases

independently measuring the value of a good or service, instead of receiving advice from its producer on how to "perceive" it, dispenses with the lazy intellectual process overemphasized and exploited by branding