Here’s an article published in the Wall Street Journal you’re going to enjoy. The link to the story is provided below.

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You’ll get a chuckle – and sound branding advice – from this article:

A Lesson About Branding
From Mr. Happy Crack

From The Wall Street Journal Online

Dean Becker lives in Florida where, as he puts it, "there are no basements." But when his two children, ages 20 and 23, head for the beach to surf, they are often sporting boxers and T-shirts brandishing the logo of a St. Louis-based firm whose business is repairing cracks in basement foundations. That’s right, foundations.

"All the kids are wearing the clothing," says Mr. Becker, of the Palm Beach office of Chicago-based merchant bank Ocean Tomo. "It’s wild. We’d probably never need their services, but we’re just glad they sell the apparel."

[Here’s the link to the full WSJ article: Mr. Happy Crack ]