"The easiest way to build a brand is to sell fear", says Seth Godin. "The best way, though, may be to deliver on hope while aiming for love..."
"Chanel is in the hope business. How else to get you to spend $5,000 a gallon for perfume?"
"Rudy Giuliani was the fear candidate."
"Ronald Reagan was beloved. So was JFK."
Jay, from Bangalore