As business guru Tom Peters once wrote, “Branding is about everything.”  Yes, I know you can say the same thing about atoms or making a decent BLT, but he’s sold a lot of books, ok? 

Maybe it explains Adweek’s awards for the worst Brand Extensions of the last year, which include Shaq Soda, Wine for Dummies Wine, Heineken Shoes, the Kiss Arena Football Team and my personal favorite, the Donny Osmond Home Collection.