Most branding seems a bit bland, and is reused in several markets (Hot, Cat, Q, B, Z, Cool, Kiss, Star. Big, King, etc. with "Cool" being used 4 times within a 225 mile span of me), however I particularly like when they can capitalize on a random callsign given to them, like K Triple R (104.9 KRRR) locally, or 92.1 WOLF in Syracuse, or 94.5 KOOL Phoenix. Sadly, however, you just don't see stations taking advantage of this too often. A good branding package IMO is probably that of KLVE Los Angeles at 107.5, or KBCO Denver. I like that one because it plays off of WBCQ the shortwave station, and the KBCO slogsn is "World Class Rock".