Whilst I have a negative reactive response to branding, I also understand in this information age…
Rachael Lowe

You bring up an important point, Rachael, which is the dimension of branding that has to do with its reputational status and moral values. It is vital for any scientific domain that is cultivated as a brand to have intellectual and ethical integrity.

One of my favorite cultural icons growing up was NASA — which has an incredibly strong iconic brand associated with it. We can learn from their example. ;-)

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