aka "Fuck Naomi Klein"

"i want to be part of a brigade or a guild or a foundation. too bad i don't believe in anything."

A Brand Called You, Tom Peter's pitch to move from corporate guru to Anthony Robbins clone, is now over 5 years old. Tom encourages all of us to analyse our "brand promise" and create an "essential" snap-shot of our corporate value.

"You're every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop. To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different? Give yourself the traditional 15-words-or-less contest challenge. Take the time to write down your answer. And then take the time to read it. Several times."

What is the "deftone" brand essence? What is it that singularly defines the deftone experience? Take the Tom Peters challenge and help define what deftone stands for.

15 to 25 words or less. Logos are optional.