Got home last night and my nine year old son was wearing an Apple T-shirt. He had been on a field trip with his class to the Apple Store in Regent Street where they got to play with the kit and learn how to use Macs. He explained to me how cool Keynote is and showed me a project he'd put together incorporating text, pictures and video.

Blimey. I don't know whether to be impressed or scared by this initiative. He had clearly enjoyed the trip and I guess that it as genuinely useful and educational, but hooking in kids as young as nine is somewhat questionable. I wonder how many kids came home and said, 'Daddy, for Christmas I want a MacBook Pro'.

Anyway, next up my 9 year old will be blogging live from Nokia World in Barcelona.

Delighted to see that the subtitle of the IPA's new book Brand Immortality references the old Vulcan valediction 'Live long and prosper'.

However, the wisdom of Spock doesn't appear to be acknowledged within the book, so perhaps the reference was not made consciously. Fascinating. The IPA book looks as if it has some good stuff in it but I haven't read it yet.

Meanwhile, for the real deal on how Star Trek relates to the ad industry, see the classic 'All I needed to know about advertising I learned from watching Star Trek' by Dave Marinaccio. It seems to have been reprinted as 'All I really needed to know I learned from watching Star Trek', presumably to broaden its appeal beyond the possibly small overlap of trekkies and people in advertising who read business books about the industry. In fact, that could just be me and Renny Gleeson. But it's full of useful stuff like why you should never wear red to a pitch and how to base your mission statement on that of the starship Enterprise.