'It's entirely familiar, but it's never been heard before.'

I think that neatly sums up one main reason good branding and advertising are able to influence people. It's also how music producer DJ Earworm described the wonderfully weird mash-up listening experience at the IDEA conference hosted by Ad Age and Creativity .

Note: the video may not be available to nonsubscribers by next Friday, so get in the groove now.

Paul Kalbfleisch, VP, Branding, for Blackberry attended our E3 conference last week and he recounted the story of how the Blackberry got to be named Blackberry. There was nothing unusual about the situation, it was how the business, Research in Motion reacted that is noteworthy.