A services brand

Ashley Madison is affair-oriented dating site, finds its ads banned from TV but thrives online.
Accused of being a bad influence, the brand has hit back, comparing individual athletes to a business that advocates adultery.
Exactly how does a brand founded on discretion and secrecy draw attention to itself? Very, very subtly. And on CNN.
And the brand isn't discreet about its intentions, boasting the tagline "Life is Short. Have an Affair."