The trick is maintaining dedicated engagement without letting yourself be carried away with your personal ingenuity.

FORBES: Branding: The Peril Of Big Ideas

This is very different from the endorsements of the TV era, where one 15 second spot could be played over and over again without any lasting personal engagement between star and product.

FORBES: Celebrity Endorsements: 15 Minutes of Fame...Or Shame?

Apparently Mr Milburn wanted to participate but Mr Blair thought his presence would jeopardise Mr Brown's engagement, without which little of lasting value will be achieved.

ECONOMIST: Bagehot