Shock value. Seems to be the strategy of the moment. It runs the gamut from extremism and the ravages of terrorism to political utterances so absurd even supporters proclaim "if we elect him he won't really do that..." We're being shocked into submission. And we may be at a point where little is shocking to us at all. That was my thinking as I passed this new piece of brandvertising from Equinox. Why would a company supposedly dedicated to health and fitness make such a mockery of nursing a child? This, in our view, is a #brandfail. Frivolous. Fashionable? Forgettable!