the Michael Barry show companies that don't understand they have a brand are failing

to own and control their brand. You have a brand by not having a brand. Your brand may be

being brandless, being faceless. There are certain brands that have meaning

there've been all these companies that have come out over the last 15 years

that are veteran-owned and whether they're a coffee company or a clothing company.

They are loudly announcing and building a brand and then everything they do after that

is based on building and reinforcing that brand and a couple of them have gotten in trouble

by then going off and doing squirrely liberal stuff and making their base unhappy. I'll give you

a great example. Heckler and Coke, HK. They had a person in marketing who got way out there

on the left spectrum and talking liberal crap about how to market and the company just owned it

and stepped up and said, violation of our company policy, it was a wrong direction. We have turned

around, admit our mistake, removing in the right direction, boom, over, done. Now people can go back

to hoping they can buy these expensive guns. You can get away with that if you're a fabric

softener. You can't get away with that if your core audience is men who identify your brand

as a lifestyle manly issue. Do you know why truck manufacturers and sports car manufacturers

would put a swimsuit model across the front hood? She doesn't come with the car but in their mind,

oh yeah. That's why women, sexy women sold beer. The beer cart at the golf course.

You could put anybody in the beer cart. In fact, it'd be easier if you didn't have to go

searching for a cute young beer bunny. They'd do it on purpose. And I suppose Hugh Heffner could

have sold the content of his magazine using anything other than sexy women assuming that you

think that magazine was about anything other than the pictures and you ever actually read the article.

But it would be the equivalent now that I think about it of Hugh Heffner saying, you know what,

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