I stumbled across IttyBiz blog two weeks ago. Naomi Dunford (a "word nerd") writes in a way that is entirely unique - full of humor and completely making sense (it is very hard to do both!). Recently, she wrote Marketing School: What The Hell Is Branding? which sent shivers down my spine (in a good way).
A brand does not convey ability. It’s not supposed to. A brand is supposed to convey consistency.