I love how he came up with two different new terms ("inception", "cultural imprinting") for that which has been known as "branding" since 500 BC. Ads do work that way. Apropos of nothing, the leading light in American advertising was limey ex-spy David Ogilvy, who applied what he learned about marketing and human behavior at Gallup to advise the British COINTELPRO operations against the Americans for SIS... then used what he learned about marketing and human behavior doing COINTELPRO for SIS to found Ogilvy and Mather and sell things to Americans. He's on a horse. Anybody who thinks they know how advertising works, but thinks the advertising world doesn't, is smelling their own colon.
G(ari) F(los) SCO[m]/ SCAURI/ EX OFFI[ci]/NA SCAU/RI Translated as "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus"
