We're addicted to branding. By we, I mean Americans, but it's probably true of most people, and for good reason. Seeking out name brands may be a simple and effective survival tactic. Pick a good brand (olive oil, car, university) and you feel confident you will live and be well, otherwise, who knows? Conversely, we don't just buy brand names, but sell them. For success in business, or in the arts, college graduates were told at a recent convocation, you must brand yourself, figure out and highlight the one key brandable thing you have to offer, and name it in a way that sparks recognition and interest.