Mr. Zuaiter said he owned Koc Holdings because it was "an entrenched brand name in Turkey and provides exposure to a number of facets of the economy".
Yet despite Salonika's vibrant cultural output and young population — students number around 150,000 — over the past few decades, its municipal leadership grew increasingly conservative, withholding support from projects that veered from its entrenched brand of Macedonian monoculturalism.
It beat out more entrenched brand names such as Coca-Cola and Starbucks.
Maybe riding the coattails of Coke's entrenched brand will remind SonicBlue's investors of an old Coke promotional tagline: "Have a Coke and a smile".
Which begs the question – has Meebo just leveraged the existing IM applications like Yahoo and MSN to build their own powerful IM service that completely bypasses those entrenched brands?
But Amazon also has something that Webvan didn't necessarily, and that's massively entrenched brands that have huge existing retail presence, like Walmart, which didn't really get into groceries in a big way until after Webvan's collapse, and which is also at least trialling at home delivery.
Its a lot harder to get consumers and investors alike to expand their perception of such a well-entrenched brand to include, say, toothpaste, than for a startup like Amazon, which has the freedom to make things up as it goes along.
Even Mr. Lasseter's fans acknowledge that Pixar does not have enough name recognition yet among consumers, particularly parents, to compete with the entrenched Disney brand.
As Lemey put it, when war is mediated through platforms like Instagram and Twitter, "We see a newer aesthetic; a hybrid of networked technology, social media theory and a visual regime based around firmly entrenched, conservative branding techniques".
In the world of big media groups, this is exactly the point where the fact of emotionally-entrenched, iconic branding becomes irrelevant, and saleablity of content becomes king.
In the past, Patterson has been known to pay for his own TV ads, and to come up with his own slogans ("The pages turn themselves"), but now he is so entrenched as a brand he needn't concern himself with any of that.
