The purist reacts to branding

When William Safire speaks, you better listen. This is what he wrote in April 2005 on Branding. Here's a sample thought stirrer from the article: "The typography forced on us by some brand names bothers me. Yahoo!, its name taken from Jonathan Swift's 1726 race of brutes, inveigles anyone who writes about the company to express the enthusiasm required by the built-in exclamation point. Why should we meekly go along with that advertising stunt? Henceforth, in protest, I will refer to that ''little search engine that could'' with different punctuation: Yahoo?"