— I should have paid more attention to establishing myself as a brand, like Cillit Bang or I Can’t Believe It’s Not Butter. People like brands. Brands do people’s thinking for them. Armitage Shanks is a brand, and look how far that has come from humble beginnings and in possession of limited talents. Half the world pisses and poops into it, and Armitage S. laughs all the way to the bank. But it doesn’t matter. I no longer rely on words.