Of human brandage

The patient had a case of Acute Systemic Brand Amnesia, meaning that in some contemporary sense he did not exist, writes Fortune's Stanley Bing.

FORTUNE, October 29, 2007 — (Fortune Magazine) — Welcome, ladies and gentlemen, to this formal presentation outlining a most interesting case that came to our attention recently.

Physicians attending the patient in question included myself and Drs. Forbisher and Schlemazl. We believe, after a review of the literature, that this may be the first case of Acute Systemic Brand Amnesia.