"And that guy is going to talk to you about building brands?"

Near the turn of the century, everyone started talking about brands, and old names looked good again.

There would be a bit of concern about the brand.

"If they come away with feeling good about the brand, that's exactly what we want."

Once there, they meet researchers who ask them questions about brands and products.

But there are positive stories here, too, about brands with lasting value.

"It surprised us - there are things about the brand that they really like."

"It helps us get the word out about the brand," he said.

"You'd have to look at the economic value of the program, the exposure you gain and what it says about the brand," he said.

So "there needs to be something else about your brand that gets people motivated," he added.