'Branding' Russian literature

       So here's a gung ho kind of guy with a nice and batty idea: at Russia Beyond the Headlines Stepan Ivanov lets Dmitry Bak, the new director of the Literature Museum, try to explain How to brand great Russian literature.
       The way Bak sees it:

"Literary rebranding, overall, consists of taking ordinary authors whom nobody has heard of -- like Yevgenia Vodolazkina [a finalist in the 2010 Big Book Awards] -- and suggesting that they might be a big literary name in the future," says Bak.

"You actually have to tell people this stuff. It's not about book presentations, but a systematic process of osmosis into people's consciousness about what really great literature can be and continues to be -- so they can feel how great it is really, watch how it's crafted," he says.

       That's how simple it is ! Success my osmosis ! It works even for 'ordinary authors whom nobody has heard of' !