It wouldn't have surprised me if Luis Conley had titled this book after the CNN show, "American Greed." In the course of reading about brand obsessive disorder, I saw many illustrations and stories that made me think that branding was used as a cover for the brand owners' rapacious desire for wealth. For example, when the movie The Chronicles of Narnia hit the scene, Disney used religion by offering pastors a chance to win a trip to Europe or $1,000 for mentioning the movie's title from the pulpit. Similarly, an online casino offers a woman $15,100 to name her child after the company name, Goldenpalace.com. These are just two examples in this book where money pigs (brand owners) use branding as a means for their greed. Conley uses these extreme examples to support his argument that, even if consumers have not adapted to most brand efforts, there are still some mainstream examples of branded entertainment that is finding its niche with audiences. I clearly agree with Conley that such extremes are sobering indications that advertising and product placement have so polluted our cultural landscape that they have warped fundamental social and cultural institutions. For this reason, I believe that Disney's strategy of using pastors in the pulpit to advertise is an example of brand obsession. On the other hand, the casino offering money to a woman to name her child Goldenpalace.com is simply an idiotic and senseless act. Although Conley rebukes the extremes of branding, he fails to understand at what point branding is no longer considered branding, but rather a foolish cognitive error on the part of money pigs. Conley reveals branding as the all-in-one ideology that encompasses everything from advertising, to location ... middle of paper ...... television programs, which leave us with no way out of this obsession with brands. Conley's perspective on businesses in America is that branding is becoming comparable to a religion or cult which is leading to the abandonment of honest and moral principles related to business in favor of brand idealism. He reproaches top management for focusing more and more on the all-encompassing idea of ​​the “brand,” for turning their heads to the tangible properties that build it. In other words, why mess with expensive upgrades when a sleek physical makeover will work just as well at an affordable cost. Conley sees corporate America as the cause of these brand-obsessed disorders. Especially when branding is seen as quick, attractive and relatively cheap. It's about image, impression and positioning. Branding offers the satisfaction of a sense of change without the hard work.