When watching the show Mad Men, advertising looks pretty attractive. In reality, it is. Probably more so. But it can also be less so. On a recent tour, I came across a display that purported to show how the name "Maker's Mark" came about, way back when. What's funny is that it's pretty much the same process that I would use today: One part word association, one part pencil on paper, and two parts time. Mix well with frustration and serve hot over ice. Or is that my grandad's recipe for hot toddy's?