With book publishing, when I say Fulcrum, you might know that we publish books, but you would be hard-pressed to pick titles or authors from our list. It's tricky from the marketing side to think about building a brand, and we do so by picking authors and titles that we believe will be successful.

Our vocabulary will be much more extensive now.

If we had stuck with that cover concept for the remaining books in the series, I think it would have failed. But we were quick to respond, and it's been successful.

When you think of a company building its brand, you automatically think of things like Apple or Sony?larger companies where the company's name is really the brand. When I say Kraft, you probably think of macaroni.