This is laugh-out-loud funny, I promise you: Brand Autopsy: Marketing Masterpiece Theatre . Just click on the "Building Strong Brands" link under the Playbill to download the short recording, a dramatic reading of David Aaker's book "Building Strong Brands". Be sure to listen to the whole thing or you'll miss the joke - it's under 4 minutes. It serves as a potent example of mind-numbing, brain-twisting, soul-sapping marketing language. Thank you John Moore for making me laugh.