Brand is everything; that old advertising shibboleth that you can’t sell a thing if the product is rubbish is here turned on its head. As far as Wolff-Olins is concerned, you don’t even need a product in the first place, just a brand — a fiction, an idea, a notion to flog in the marketplace. ~Rod Liddle

It seems to me that the Wolff-Olins approach to marketing is Romney’s approach to campaigning.  Romney isn’t superficial and dishonest, you see, he’s just “trying to invent new ways to move the world forward.”  Liddle sums up this kind of communication:

A mode of communication which somehow manages to be simultaneously disingenuous and sincere.