Serious business guru Tom Peters became famous with his book "In Search of Excellence" in 1982 and has been writing about business (and the importance of good design) ever since. Fortune magazine says- "We live in a Tom Peters world."
Tom is reading the New Yorker article Five Minutes Past Midnight and puts his branding spin on it:
"Why is an issue that is so grave and so real so poorly understood? Why has the issue of global warming been so poorly marketed? Why is the brand called "The Global Warming Catastrophe" such a weak brand? What can—and should—be done?"