Today on the Scroll: brand bullies paint their logo on the White House; charity marketing cranked up for Canadian hospitals; beer identity whittled down to one letter; sale of musty movie channels pays for DRM research; and TV weatherman retires over 30 years after he left his robot to rust in Buffalo.

No Logo: One Decade Later [Brian Lehrer Show, WNYC]: Naomi Klein starts her promo tour for a 10th anniversary edition of her first book, a week before Buy Nothing Day, featuring a new introduction covering product placements on reality television, sneaky viral marketing, and the superficial marketing ruse she considers Barack Obama to have been. American reality, of course, is much bleaker. Lehrer is more flattering of Klein’s worldview than The New Yorker profile of a year ago. [Video excerpts a 28-minute radio chat]

Tears are not enough — it’s also about the brand [Simon Houpt, Globe and Mail]: Reviewing the television spots designed for heartbreak season, as the Sunnybrook Health Sciences Centre launch their first mass media effort, anticipated to reach as many people as the launch of a new car. Princess Margaret Hospital Foundation raised the stakes earlier this year by securing use of the contentious “Bitter Sweet Symphony” by the Verve for their fundraising commercials.

Molson M goes on sale in Quebec [Marketing]: “The injection of smaller CO2 bubbles makes it possible to preserve not only the taste of the hops but also the delicate flavours generated by the yeast during fermentation,” the Molson Coors brewer explains. Really, the goal is to give fizz to flat sales for monolithic-looking beer, by giving it a name that everybody can pronounce.

SexTV: The Channel and Drive-In Classics Channel — Acquisition of Assets [CRTC]: Bundled digital cable stations that inheriting owner CTV didn’t know what to do with, snapped up by Corus Entertainment, who already announced plans to change SexTV to the chick flick-based W Movies. Along with the $40 million purchase price of channels consisting almost entirely of recycled content, a tangible benefits package apparently includes $500,000 for research into Digital Rights Management, as Michael Geist seemed to know something about. [Previously on Mondoville]

Rocketship 7’s Dave Roberts Is Retiring [Buffalo News]: But he was known as Dave Thomas when he worked for Buffalo’s WKBW from 1961 through 1978, when the father of the more famous David Boreanaz moved the family to Philadelphia, where he’s been an avuncular TV weatherman ever since. Back when his hair was black, and his co-host was Promo the Robot, Boreanaz/Thomas/Roberts was arguably the godfather of Tor-Buff-Chester — decades before lookalike Richard Florida came on the scene to identify the mega-region. [More on the Daily Stream]

… and more all day today @mondoville and the Mondoville Daily Stream.