From the letter from Spike TV accompanying the screener for its new series "Blade" (more precisely, "Blade: The Series"), based on the comic book and spinning off the movies about the vampire-fighting vampire (more precisely, half-human/half-vampire):

"We believe that you will find this new original programming exciting, entertaining and brand defining."

"Brand defining?" Well, I can't vouch for "entertaining" but I guess it's "brand defining." "Brand defining," apparently, is the new "cynical."