Deify the innovation of the vaccine, sure -- but its effectiveness is all about messaging

We need to understand that Facebook, Reddit, and Twitter matter more here than "the innovation" does.

In dozens of different jobs I've had over the years, I've always hated people who constantly talk about messaging and branding. Obviously it's very important, but a lot of times someone talking about branding is referring to adjusting a logo by six inches or changing a shade of red, and I tend to think of "branding" as more than that. I worked at a few …