We have many heroes. It is only a matter of recognising them and blowing up their achievements, add in a little drama, a little exaggerations and sensations, and we can have the best fairy tales or world shattering stories. Just write on the good and beautiful side and ignore the bad stuff. Look at all the celebrities and ask yourselves how many are just simply punks and outrageous bums that you would not want to be seen around them? But they are idolised as long as the dark side is not exposed. But to be serious, we have great names and marketable names. The Americans have their Roosevelts, Eisenhowers, the Brits have their Chamberlains and Wilsons. And now the more marketable names are the celebrities in arts, entertainments and sports. Tiger Woods, the Levis Strauss, Michael Jordan, etc. Let's cook up some great brands among our greats. Remy Ong, Ang Peng Siong, Mardan Mamat or Dick Lee and churn them into world class brands. SIN is not bad when FCUK is nice. Shall we have brands like the Ongs, the Angs or Siongs, or Mamat or the Lees? The Lees somehow sounds better, more familiar and more universal and recognisable. Lets launch the Lees brand for a start and see how far it goes. Dick will love it. he is so famous. Branding works.