The company claims that its product is better than the 'leading brand'. [=the brand that sells the most]
The company spends a lot of money on advertising to develop 'brand loyalty'.
This concept is 'brand-new'—no one has ever tried anything like it before.
(..) Bon soir, Elliot. Sometimes I dream of saving the world. Saving everyone from the invisible hand, one that brands us with an employee badge. The one that forces us to work for them... The one that controls us every day without us knowing it. (..)2015 TvShow: Mr. Robot Title: eps1.0_hellofriend.mov Season: 1 Episode 1