Because [the bias] is so subtle, it's extremely effective.

We ... view it as an anti-immigrant issue. You can't have a deed restriction saying, 'No Latinos.' But they're trying to have local ordinances that say immediate families (only). ... Are they going back to the white families to see if a cousin is living there? The answer is no. It truly is directed at the new Latino immigrant population.

These residents are making their judgments because of race, national origin and religion.

When you call an apartment complex, they know when they have apartments available or not available. They should do that for everyone that identifies himself as a Katrina victim.

is to have a brand integration that is effective enough to have resonance but - and it's a big but - subtle enough so that it doesn't offend.

Be extremely subtle, even to the point of formlessness. Be extremely mysterious, even to the point of soundlessness. Thereby you can be the director of the opponent's fate.