Paula Deen

As diabetes drug maker Novo Nordisk and retailer Target become the latest companies to distance themselves from Paula Deen, her recipes are still number one y'all.

Fans have ensured the embattled chef's upcoming book, “Paula Deen’s New Testament: 250 Favorite Recipes, All Lightened Up,” is already a best seller.

The tome has reached the number one spot on Amazon's best sellers list and is currently second on Barnes & Noble's Top 100 list. Huge interest for a book that's not scheduled to be released until October 15.

The future of media turns out to be a return to the past. Think back to an age before mass media and subsequent fragmentation; we had one thing that we could rely on: the story. We need stories that are as dynamic as they are timeless, changing to greet contemporary audiences. Like folklore, brands must tell stories that are colored by the audience, its participation, and its re-telling of the story. Simply, we must let go.