This, in terms of today's marketing concepts, boils down to BRAND OWNERSHIP. Each and every attempt you make to harm MY BRAND is hurting me (and many, many others); I am constantly feeling that MY BRAND is insecure, mismanaged, losing value, and much much more. I am losing my trust in you GM. Can you understand what i am saying? It all comes down to TRUST of the consumer; an asset you are striving to regain lately by introducing new and great products, reshaping your management, giving clear and bold messages to existing and potential customers, spending millions in advertising. This is the one side of the moon which i love looking at. my brands. The dark side of the moon is how you are handling your brands, which you may be thinking that they are yours but not really; they are MY brands.