[[Branding is centrifugal; design is centripetal]] [[精英品牌通过维持泡沫操控人的心理]] 品牌逻辑的底层是利用人性中最糟糕的部分（虚荣、攀比、人为制造稀缺），这最终会导向一个荒诞的世界（比如顶级表厂沦为“维持资产泡沫的警察”）。 真正的“黄金时代”不是刻意规划出来的，而是当一群聪明人为了解决某个有趣且实际的问题（比如如何把表做得更薄、更准）而努力时，自然产生的结果。跟着真实的问题走，你就会遇到其他聪明人，你们共同创造的成果，日后就会被别人称为“黄金时代”。 > One obvious lesson is to stay away from brand. Indeed it's probably a good idea not just to avoid buying brand, but to avoid selling it too. Sure, you might be able to make money this way -- though I bet it's harder than it looks -- but pushing people's brand buttons is just not a good problem to work on, and it's hard to do good work without a good problem. ## Function over form > "The most striking thing to me about the brand age is the sheer strangeness of it... The giant, awkwardly shaped watches that reverse 500 years of progress in making them smaller. The business model that requires a company to rebuy their own watches on the secondary market to catch rogue customers. The very concept of rogue customers. It's all so strange. And the reason it's strange is that there's no function for form to follow."