Having met professionally through his role on the Board of the ROM, I went to see Alan with what I thought was a simple question about brands and Canadian culture. "Interesting question," he responded. "Nobody has done that work…yet." Two years, many interviews and innumerable early breakfast meetings later, we stood side by side as co-authors at the book launch of "Ikonica, A Field Guide to Canada's Brandscape." Our partnership on that labour of love was one of the highlights of my professional life. The bonus was being welcomed into Alan's relentlessly curious and ever-generous orbit. The Middleton phenomenon is equal parts mentor, Shaherazade-like raconteur, encyclopedia of roads less travelled and a most generous friend.