Attack of the branding consultants

“Sire, the DS brand has a strong core value – death – but it has yet to own that idea in the consumer’s mind. Take these cannons: sure, they deliver the product, but do they deliver the proposition? No one who sees them in action lives to tell the tale, so you’re missing out on all that crucial word-of-mouth. We propose replacing them with a quirky-meets-edgy art installation to explore the concept of death in ways that will really–”
“If you’re about to say ‘go viral’ I’m going to have you killed.”