What makes a compelling brand experience? It’s a question we ask ourselves here at Siegel+Gale every day. But with too many possible answers to fathom, I decided to go straight to the source and ask our own customer experience guru, Thomas Mueller, for a one-sentence response. Here’s what he said:

OK branding community and beyond, there’s something I need to talk about…Is it just me, or is it safe to say that Under Armour has quietly become ubiquitous in America today? It seems wherever you go—the airport, the movies, the park, EVERYWHERE—you’re bound to encounter that unbelievably simple yet somehow magnetic logo . Forget about the Nike swoosh or the Adidas three stripes; there’s a new athletic icon in town that’s quickly becoming the identity stamp of choice for today’s masses.

With the new network television season in full swing, it’s been hard not to notice a particular penchant for brand nostalgia. The media has made much ado about primetime’s latest pair of memory-lane efforts, NBC’s The Playboy Club and ABC’s Pan Am (although in typical fashion that very same media has now universally panned the shows that it did so much to hype). Some say these series are just riding on the coattails of Mad Men and the cult-like fascination it has secured for everything ’60s (see Banana Republic’s Mad Men Collection—yikes!).

By now we’ve all heard about the latest ailment afflicting modern civilization, the insidious condition known as…Facebook Fatigue!!

Now don’t get me wrong—I think the staggering success of Facebook, with its three-quarters of a billion users amassed in just eight years, is truly one of the great business stories of our time. But considering how widespread and at times fuming the general malaise has become, it strikes me that Facebook might just be the least-loved popular brand in recent history.