A new ice cream shop opens up in town, and Brain does not trust their whimsically-named flavors. When he suspects that their flavors are using fancy names to obscure the classic flavors, he takes matters into his own hands with an investigation.

We see how Will Kellogg started his own company and used his own last name to boost the popularity of his own cereal brand and to make it more widely spread. Will knew that Kellogg was a prestigious last name so he took advantage of it.

Paula describes a design project with the Public Theater in New York and her process for designing a logo that is representative of the theater's history and identity. She discusses the importance of typography and illustrates how different styles of typography can affect our feelings towards the logo.

Nathan sets up his employee on a blind date in a Quiznos restaurant, with the goal of promoting the restaurant.

Ray has a conversation with Dick about McDonalds. When Dick asks Ray why he didn't simply take all the ideas and systems that were shown to him during the McDonalds tour, Ray states that he wouldn't have been successful because he lacks the McDonalds brand name. Ray believes that corporate image and brand equity are crucial to a company's success.