This is an extremely interesting concept. I understand the concerns of the other commenters on this article, about how “branding” and “marketing” can be seen as dirty words, but I think these terms are only a starting point in this context. They happen to come from capitalist/free-market stuff, but they are not being applied in that way. This article does not seem to me to be about anything to do with deceiving people or grabbing “market share” or anything like that. It is about increasing awareness and using publicity to spread knowledge in the wider interests of all — not about making more money than some alternative branch of scientific knowledge — so as long as that can continue to be done with integrity, I agree, Mr Brewer — brand away!