Branding
Counterintuitively, when it comes to language and ideas, branding operates against aesthetics. If a practitioner’s ideas or activities are alive (developing in opinions with time and people), then branding (scripting) freezes aesthetics and limits how these ideas meet people. The experience of disembodied communication is very visceral. Consider the last time you spoke to a person very clearly choreographed. This bind is brighter when a creative choreographs themselves, citing some invisible rule book for existing and running a business, not taking the time and the tensility to consider the sport they chose to participate in.