Why would Dyson not believe in branding – a misunderstanding ?

Apparently, Sir James Dyson has banned the word “brand” from his company – in order to lend clarity to the importance of the product itself. As a big fan of the company’s brand and product, the only explanation for this that comes to mind is that branding is wrongfully defined as creating attention with unsubstantiated claims – or do you have another one?

If Sir Dyson Doesn’t Believe In Brands, Why Has He Spent Millions… forbes.com

Last week at Wired magazine’s “Disruptive By Design” conference, Sir James Dyson responded to the question, Does product make the brand, or does brand make the product? by declaring that the word “Brand” was the only word…