Branding our children: Has technology gone too far?

If I google the definition of “brand”, will my URL eventually take me to an actual company or to the website of a child still in utero?  Recently, I came across some articles that report on a growing concern among parents about how to raise their children in an age of rapid technological advances and the lengths they must go to in order for their child to “succeed in a world where he/she will be judged by their digital footprint.” (Wired, James Seddon)