"On the other hand, the great brands (Pepsi, Kodak, etc.) planted words that meant nothing and built expensive fortresses around their words, words that now have emotional power.
The only reason words have meaning is because we agree on what they mean. And that meaning comes from associating those words with other words, words that often have emotional anchors for us. This isn't merely the spin of political consultants. It goes right to the heart of how we (and our ideas) are judged."
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