http://www.brandingstrategyinsider.com/2009/08/what-is-necessary-for-a-branding-exercise.html

I found this interesting because I feel they are taking some of my favorite brand and running them in the ground,  

my case in point.  It seems like the great Bryers ice cream is pumping more air in their ice cream making it of a lesser  quality.  

this is just one example.  Some brands of clothes are not to be trusted either.  

No trust in our Brands anymore.  What a shame  What do you think?