Two multi-billion branding behemoths have made power moves this week.
Firstly, there is Nike unveiling its sponsorship with Colin Kaepernick, the take-a-knee quarterback at the centre of the culture wars.
Secondly, there is John Lewis & Partners invoking two pop culture fail-safes – Dougal Wilson and Bohemian Rhapsody – to announce its new partnership message and co-branding with Waitrose.
In the case of Nike, the debate is already raging about whether it’s an inspired piece of purpose-led branding bravery, or a cynical monetisation of resistance.
And in the case of John Lewis, most of the focus will be on the direction of the ad (Dougal Wilson doing what he does brilliantly) and the visual side of the Pentagram rebranding (the monotone John Lewis subliminally channelling Project Fear).
But at the eye of these two branding storms, there should be one small area of calm agreement. The writing is brilliant.