I have been reading over hundreds of threads over the last couple of weeks discovering the reality of a brand audit. What I want to provoke your thought into (inspired by a blog) is a posh brand resulting in thousands of dollars in designer costs really worth it!?!?! Some of the worlds biggest companies there brand sucks and look at there business? EG American Express, Master Card, PC World, eBay and hundreds more.... So if a brand is 'Essential' these companies seem to have it sussed? Im interested to see folks points but personally I think im in favor of a simple, clean basic does what it says on the tin logo.