Rundles' brand analysis: empty.

• Author: Holmes, Georgia

Jeff Rundles' article in the May issue ("The brand promise: empty"), which would more accurately reflect reality were it titled "The ADVERTISING promise: empty," reflects his inability to read and understand labels as well as a total lack of compassion for those people who lost an animal--many of which may have been their only companion.

To publish such a hurtful and trashy statement, i.e., "Turns out I could have killed the cat for half the price," reinforces my statement regarding his inability to read and understand labels.

To imply that lams and Eukanuba are premium foods is laughable. The "name" is not what identifies premium from poor quality but rather the "ingredients."

It would be helpful for Mr. Rundles to purchase for his 9-year-old son and the rest of his family some slightly questionable ingredients such as by-products, corn, wheat, soy, BHA and BHT (chemical preservatives) of a good brand name, of course. Highly doubtful that one such meal would kill anyone, but continued use would eventually overwhelm your collective systems, and serious illness or death...