Since Mode's Mumbai sign-off, much commentary has been focused on the brand-dilution potential inherent in its scandals. MS Dhoti doesn't think we should worry: 'IPL as a brand can survive on its own.' Ships Shetty, 'brand ambassador' of the Rajasthan Royals, tweets that we should: 'Custodians of Cricket must not hamper d Brand value of this viable sport.' Hampering d Brand value, insists new IPL boss Chirpy Amin, is the furthest thing from his mind: 'IPL's brand image is strong and nobody can touch that.' Harsh Whole, however, frets for the nation: 'Within the cricket world, Brand India will take a hit.' Not much more than a week after Mode's first tell-all tweets, the media was anxiously consulting Brand Finance's managing director, NNI Krishnan. Had there been any brand dilution yet? It was, said the soothsayer gravely, 'too early to say'. He could, however, confirm the following: 'The wealth that can be created by the brand is going to be substantially significant for many stakeholders. A conducive ecosystem has to be created to move the brand to the next level… We have to build the requisite bandwidth to monetize these opportunities.' Er, yeah… what he said. Anyway, placing a value on the IPL brand has clearly been quite beneficial to Brand Finance's brand.