It's become commonplace these days to bash science in America. Politicians deny evolution and cancel physics programs, while our climate changes and China ploughs ahead with stem cell research. To help end this crisis, we need to rebuild the reputation of science in the media and in the public eye. Using Harley Davidson, Coca-Cola, and the characters of Star Wars as examples, I'll describe a marketing tool that can help create new brands for scientists and win back public support for science.

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