"When you are a young artist you want to become somebody who is able to show his work outside of the studio. Often it takes a while before one of these works gets out. But when get some kind of public approval for what you're doing it's actually very hard to stop doing that. It's not only art magazines and journalists who are branding you; in some ways you are branding yourself. You say: 'Oh, well I did so many other things before and nobody really showed an interest in that, but suddenly I have something that people get interested in, which also means that the art magazines are writing about it, so I will have a very hard time trying to change that into something else.' So I think a lot of branding is a secondary effect of a more psychological difficulty of the artist to overcome this problem."