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ADVERTISING agencies are trusted to sell the world's most precious brands, but can they practise what they preach?
To big-name marketers, the teeming mosh pits of social networking sites look like dangerous places for their precious brands.
Ditto for consumer products companies such as Coca-Cola and their precious brands.
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The AFL, whose precious brand had been trashed, were incredulous.
Nor would it be wise, since they are custodians of their race and their precious brand.
Put simply, the party supplies company run by the Duchess of Cambridge's parents, Carole and Mike, is selling Games-targeted goods that have led London 2012 organisers to open an investigation into whether they are in contravention of the International Olympic Committee's iron-fisted regulations against cashing in on their precious brand.
Google's planned public offering a "Dutch auction", where any investor can bid for the company's initial shares over the Internet has Wall Street guessing just what value the public market will place on the precious brand name.
After all, HTC isn't quite through their rough patch just yet, and a flaw in their flagship Android device may not bode well for their precious brand image.
Then came the making-up, and Barbette remained a young man, a "drôle de jeune diable," even in his completed makeup, which was "as precious as a brand-new box of pastels, his chin enamelled with something shiny, his body unreal, as though coated with plaster".
Referring to the freewheeling way that social media allows for unfiltered customer input, he's philosophical: "Our brands are precious to us.
When Bulgari announced to great fanfare in 2014 that it was donating €1.5m to restore the Spanish Steps, one of the Eternal City's most precious landmarks, the luxury brand said its gift was a homage to its native Rome.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com