Thank you for your contribution. I’m going through your Business Week Online items and find them helpful in my difficult attempt to figure out “who I am” and “where I stand” as a yoga researcher/consultant/teacher exceptionally well developed in the Core Competencies and Values, but who also stands in open opposition to Industrial Yoga’s universally replicated procedural models.

Perhaps in your strong determination to concretize the conceptual sense and scope of Brand you are overlooking the possibility that there is something extremely unclassifiable to the Core Ontology of its Revaluative Presence. After all, Net Present Value is an economic/financial concept, whereas Branding is essentially a marketing ploy; a proponderation of scam. And if so, it may rather be placed in the company of such Public Relations tools as Perception Management and Strategic Communication. In fact conceptually, Branding could be something different still, as it seems to converge with the rhetorical sentiment of metaleptic mimesis.

Best regards,
Troy
(American in Singapore)