He argues that in an age of overproduction, we can't continue to view branding from the perspective of production. We need to change directions, moving towards consumer-driven notions of branding. We need to think about creating lifestyles when we consider the branding models of this new era.
劉維公指出，在生產過剩的時代，我們不能再從生產角度來看品牌，而必須轉向「消費導向」的品牌思維，從「生活風格」的觀點來思考新時代的品牌模式。