How to Destroy Your Brand 101

If you are an Italian clothing maker, launch an ad campaign that depicts:

• Death row inmates
• Animal cruelty
• HIV-infected people

If you are the Nobel Peace Prize, give the award to:

• The United Nations, 4 times since 1981 no less
• Yasser Arafat
• Jimmy Carter
• Wangari Maathai

The palpable lack of buzz surrounding this year's prize probably reflects the declining prestige of the award.