brand·fuckwittage is the one of a number of sites, each detailing a particular form of egregious behaviour. For more about the whole network, see fuckwittage.org

For now, simply note that: branding is something you do with a hot iron.

I'm not opposed to all kinds of brand, summing up a meaningful approach and ideology in a succinct manner can obviously be useful. What irks is the content-free nature of much brand posturing, and the stupidity of handing the same brand to subsidiary operations and have them say silly things like 'You'll have to talk to BT about that' (BT OpenWorld).

Update Oct 2003 This is complicated further by the fact that BT as a whole have now adopted the BT Openworld logo (the sphere of coloured blobs), the BT Openworld orb according to their legalese. But they're kind of separate, right?