Breaking the Brand: When Your Identity Becomes Your Product

In today’s digital age, everyone is expected to be a brand. Naomi Klein’s "Doppelganger" reveals how personal branding has shifted from a niche marketing concept to a cultural imperative, where individuals must package and promote themselves continuously to survive socially and professionally.

This commodification of the self creates intense pressure to maintain a consistent image that meets audience expectations. The tension between authenticity and performance can be exhausting and alienating. Young adults, influencers, and professionals alike navigate this precarious balance daily.

Brand dilution—when a personal brand becomes inconsistent or associated with controversy—can have swift and severe consequences. Public figures mistaken for conspiracy theorists or embroiled in scandals experience rapid backlash, illustrating how fragile digital reputations can be.

Yet, this phenomenon is more than a personal challenge; it reflects broader societal forces that prioritize market logic over human complexity. Authenticity becomes a product to be consumed rather than a lived experience, raising important questions about identity and mental health in the digital era.

Our final blogs will explore paths toward healing fractured identities and rebuilding collective solidarity.

Sources: Naomi Klein’s