The brand’s the thing: prime ministers and pies, hospitals and hair-care, counties and count lines.

The panhandlers of models have done a roaring trade to define differences and carve insights from the darkest data mines,

The epic journey to the brand’s core a stimulating crossword puzzle for clever minds to play,

Like the management of look and feel, of font and palette, or adjusting tone of voice and watching what you say

Across the multi channeled platforms of the landscape .

Except for me, the striped architect of idents, who on a brief inspection of his own domain found an empty room called essence.