By the way...the question came up at Kennedy around employment branding for a less sexy company. I have seen a lot of web chatter on this subject since the conference....some say it's easy when you work for a company like adidas. Even if you are a well known consumer brand though it's not easy when you are on the corporate side and not on the product side...there are still many skeptics internally to convince. Also--if you think you can't brand something that isn't sexy then talk to Mr. Whipple. Don't Squeeze the Charmin dudes. If you can brand Toilet Paper you can brand anything!