Shooting from the hipness

When Demetri starts promoting Windows Vista, Demetri becomes unhip. So why have I mentioned this Heisenbergian phenomenon here? To illustrate the point that no matter what your brand is or wants to be, if it is associated with something that's not your brand the less powerful brand will change. What's interesting is that Dimitri didn't change perceptions about Vista. Windows is so powerful, that it changed Demetri. Much like Victoria's Secret changed Bob Dylan. More interesting music on how some brands/people are immune to the Heisenbergian principle.