People are more willing to buy branded goods provided they are persuaded that they are getting value from them. And they need to be convinced of those benefits, in authentic everyday language, without being confronted by corporate-speak. Get it right, and you create a virtuous circle. Get it wrong, and you get punished for it.
For 'So Cold the River,' I'm actually working on adapting the book with Scott Silver, who was just nominated for an Oscar for 'The Fighter,' and who also wrote '8 Mile,' which I think is a terrific screenplay. The chance to work with Scott is a tremendous pleasure and I'm learning a lot.