BRAND  is a four letter word: Positioning and The Real Art of Marketing
“The same people who think you can ‘brand’ something are the ones who ask us to produce ‘viral’ videos. What’s with these people hijacking adjectives and verbs for dubious marketing purposes? Just as viral videos are outcomes of smart, insightful thinking, so are brands. I just hope the marketing pundits don’t brand Austin McGhie a heretic for his spot-on ideas. Wait, did I say that?”—Tom Yorton, CEO, Second City Communications