Then There Was "Keynote Scarf Guy," aka, Tommy Krul, a Netherlands-born and San Francisco-based gamer and co-founder of the gaming company Super Evil Megacorp. Krul unintentionally created quite a wave of unintentional branding single handedly for two brands. Even though he was onstage at the Apple announcement to demonstrate the gameplay of some gadgets; those watching were clearly distracted when his lovely infinity scarf stole the show. Did anyone really know who “Super Evil Megacorp” or “Scarf Guy” (for that matter) was before this? Even Downy is capitalizing on the mishap. O.k. make that a “3peat” of branding genius!