Branding Yourself

@article{Snodgrass2004BrandingY,
  title={Branding Yourself},
  author={Richard T. Snodgrass and Merrie Brucks},
  journal={SIGMOD Record},
  year={2004},
  volume={33},
  pages={117-125}
}
Our here in the western US a "brand" is distinctive symbol placed on livestock (cattle, horses) to indicate their ranch of origin. Brands originated in the 1800's to deter thieves and to place lost animals. The brand is applied by heating an iron template to red-hot and then burning the brand into the hide of the animal. In that context, the title of this essay may be quite disturbing.