“the high returns made on successful brands exists in all creative industries. As this book was being researched, two of the highest grossing movies were Dan Brown's the Da Vinci Code and Mission IMpossible 111. What those movies had in common were reviews which ridiculed both story lines and the actors Tom Hanks and Tom Cruise. A year earlier Mel Gibson's The Passion of Christ recd "Don't go" erviews and then proceeded to break box office records. The reason that moviegoers ignored these reviews was the presence of at least one brand in each movie: Brown, Hanks, Cruise, da Vinci, Mission Impossible, or Christ.”
