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Even the rights to the famous brands can be complicated.
Brands can be tweaked for foreign consumption, but only up to a point.
"It is absurd to say that brands can be too powerful," concludes Interbrand's Ms Clifton.
Being guided by "brands" can be a good or a bad thing.
Just like stories, brands can be inspiring, clear and actionable or self-important, bland and confusing.
"Often there isn't even distillation involved, which is why so many brands can be launched".
Add the harissa paste according to your taste; some brands can be exceptionally hot.
(No other older Pocket PC brands can be upgraded in this way).
But other, smaller brands can be found with some patience and luck.
For those who bemoan the scriptedness of public officials or the brainwashing of corporate advertising, personal brands can be deliverance.
Some people argue that these big brands can be part of the problem... I'd love to see what they're doing.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com