David Brooks/ “THe Brand”

•it is Corporatism. Brooks cares deeply for the Brooks Brand, so naturally he wants his brand to be successful with his customer base. While his commentary may be steeped in his prejudices, as it is with all of us, he has one additional objective and that is, brand relevance. If he were to start writing about facts, with real research and depth … he would be viewed as weak and among his customer base, a pariah.

He’s selling – not in any way reporting. While commentary – as Majd’s – is complete with facts, color and texture – Brook’s work is templated, ultimately conforming to a pre-determined message. Read anything he writes on the subject and you will see the pattern like a pair of argyle socks.

The Almost Daily Binx

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