Noteworthy in the last few weeks has been the coverage of making Boulder a “brand.” It seems we are no longer a community of human beings but have morphed into a brand. To be sold, exploited, manipulated, monetized, etc., which is what happens when people market brands. The essence of our community is being sold by our leaders (Council, Planning Board et. al.) to the highest bidder, further driving up housing prices and adding to our 60,000+ in-commuters. There are already far more jobs in Boulder than work-age adults to work them, yet the alliance of developers, Chamber of Commerce, and City Council continue to floor the accelerator on growth via our brand. And, on the recreation side, attractions such as Chautauqua are turning into over-use nightmares. This should be alarming, and I hope Boulder residents realize what is happening as we change from a city to a brand. To paraphrase the British: “The city is dead, long live the brand.” So sad. And unrecoverable. Just drive down “Box” Canyon Boulevard west of 28th and see the towering results on either side of you. Again, so sad, so unrecoverable. Let’s stop being a brand and return to being a city of human beings.