The can of beans.

In the boardroom of a major national supermarket chain. Fifteen people are sitting around a table the size of a tennis court. They are marketing people. You need a lot of marketing people to run a supermarket chain. It's all about perception. It's nothing to do with soap powder. Who gives a toss about soap powder?

SMILING MARKETING PERSON (FIFTIES, BOBBED FAKE-BLONDE HAIRCUT, BRIGHTON ACCENT, FLATTERING WHITE BLOUSE OVER LONG BLACK SENSIBLE TROUSERS, EXTREMELY POINTY SHOES): Thanks, everyone. I'm glad you could all make it today. It's an important day in the annals of supermarket retailing in this country. And an important day in the history of great brands, because today we are commencing Australia-wide domination for a brand new brand. (SHE LAUGHS) Brand new brand. Get it?

BORED TITTERS FROM THOSE ACTUALLY LISTENING

SMILING MARKETING PERSON CONTINUES: As you know, we asked the advertising agency to present on this momentous challenge to the future of our industry and to come up with names and pack designs for this iconic new house brand.

DOOR BANGS OPEN, ANOTHER THREE MARKETING PEOPLE ENTER WITH COFFEE CUPS IN HAND.

SMILING MARKETING PERSON CONTINUES, SMILE UNDISTURBED: Oh, good morning: I was just explaining some of the history of the development of our new initiative in the packaged goods area ...

THE INTERRUPTERS SIT DOWN NOISILY.

SMILING MARKETING PERSON: ... and how we briefed our very expensive advertising agency on directions for the new brand name and packaging design and how they presented their concept ...

SHE SHAKES HER HEAD AND TRAILS OFF BEFORE CONTINUING

... on boards. Can you believe that? I still can't. I mean, what is PowerPoint for? The launch of a new in-house product for a major national supermarket chain deserves at the very least a two-hour PowerPoint presentation with what, fifty pages of development, strategy and creative execution?

A BORED MARKETING EXECUTIVE SITTING AT THE TABLE: Maybe they figured it was just a 79 cent can of beans.

SMILING MARKETING PERSON (STOPS SMILING MOMENTARILY): It's not about the beans, Tony.