Branding involves strident advocacy, substituting opinion for fact and subjectivity for objectivity. It makes claims that do not necessarily have evidence to support them, it calls on support from celebrities and argues from authority.

Science depends on objective, reproducible evidence, Shouting louder does not make an explanation more valid, having a film star believe something does not make it true, repeated soundbites do not establish validity, and if an export gets it wrong there is no spin doctor waiting to issue a press release claiming that was not really what she meant.

Science does not need branding — anything that does need branding is probably not really science.