If we’re forced to drink water made from human waste, how will we sell it?

The publishing house's brand derives from its founder's singular vision and a catalog spanning Euclid to breasts to Michelangelo.

What comes to mind when you hear the name Leica? I posed this question to about two dozen professional photographers and they enthusiastically responded: "prestige," "precision," "craftsmanship," "envy," "excellence," "perfection," “tool of the masters,” and even "lust." To this glorious praise I would add: quintessential.

Last month I offered some branding advice based on the belief that, in order to win, companies need to Unify, Simplify and Amplify their brand message. This month I will showcase my first example of a brand that puts this formula into practice -- the Italian brand Moleskine, or as they pronounce it in Italy, "mol-a-skeen-a."

Moleskine is the “little black dress” of notebooks. Like that fashion staple, it is a blank canvas for personal expression ready to be dolled up at the creative whim of its owner.

While you can’t deny its visual and historical significance, our flag will inevitably change again. Ken Carbone illustrates the options.