James - I agree there is definately a limit to the material you should publish and send out before you start producing a negative message. However I dont agree that you should base this on trial and error. That could result in brand degradation if you got it wrong - you need to look at existing examples of good practice such as the above example Russ mentioned and follow there strategy, making tweaks along the way! If only there was a boot camp for out-of-shape brands... Perhaps this could be your next venture? Guy Watts - www.streetscape.org.uk / www.indianoceanrace.com