Mucous magic

Brand building is all about getting people to buy into a school of thinking. Good marketing starts with the search for a good brand name for an evolving school of thought. Example: Mont Blanc is not just a brand name. It's a school of thought. An Oscar is not just an award show. It's a school of thought. Apple is not a computer. It's a school of thought. If you had to look for a brand name for an Acting Academy that teaches budding actors the fine art of the kind of Oscar grovelling people pass off for acting, you could do worse than 'The Mucous School of Film Acting: the theory that great emotion is best telegraphed by failing to wipe away one's snot while weeping abjectly'. Introduced to me by Dana Stevens, film critic for Slate.com.