In this episode, we spoke with Aaron Snyder, Director of Special Projects at Lexicon. Lexicon is one of the largest branding companies in the world.  They are responsible for creating some of the most famous household brands including Pentium, Blackberry, Dasani, Embassy Suites and Swiffer.  What we found interesting in our conversation was the tremendous amount of science that goes into the creation of brands. We also spoke about Mad Cow Disease, how tension = attention and even had a fun conversation about our choice of toothpaste. Lastly, we enjoyed some geeky discussion about research from Zakary Tormula and Baba Shiv.