Well, no not really. There is the benign work of marketing which seeks to assess what customers really want in a product - there is nothing wrong with that.
Nor is there anything wrong with entertaining prospective customers, in hopes that they will talk about you and remember you. That is nothing more than trying to be charming.
It is creating a deceptive or pretentious image that I object to.
The unfortunate reality is that it is difficult to create or maintain strong emotions, especially in a large number of people, on purely rational grounds. Symbols then enter in, to facilitate such reactions towards abstractions which may or may not reflect reality. And without a truly deep scrutiny, the kind that consumes your life, how would you know?
Anyway, I like this article from The Guardian.
http://www.guardian.co.uk/books/2010/jan/16/naomi-klein-branding-obama-america
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