OK, I just read the latest, 4/6/09 , Newsweek article on Peter Arnell by Daniel Lyons and found it confirming a long term echo in my brain about our business . It’s not what you do, it’s what you say you do. His BS factor rocks. More power to him, but he might self destruct with it. Two main currents of BS in branding…pontificating egos and consumer research interpretations. Remove the two and do you have anything that resembles an authentic effective discipline?  Of course.  It’s the stuff that makes everything  kind of look and feel the same…but slightly different. Like the new Pepsi logo. Give us break.

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