Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.
We may take it to be the accepted idea that the Mosaic books were not handed down to us for our instruction in scientific knowledge and that it is our duty to ground our scientific beliefs upon observation and inference unmixed with considerations of a different order.