Remember, there was a time when advertising didn't exist... but now these times are gone and, as the New York Times writes today: "The trend to advertise in places that had until recently been advertising-free is accelerating, with two major marketers clambering aboard the booming brand wagon."
The reference by Stuart Elliot in his excellent column is to Toyota and Nextel, but these are just two examples of "branding the impossible".
Maybe we have reached a point of no return :-(