There is a key phrase within branding that is often misinterpreted: building the brand from the inside out. For many, this just means that if you want to implement your brand successfully, you should start internally, with your employees.

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Earlier this year, a rumor spread online about a survey on the relationship between people’s IQs and their choice of web browser. The survey concluded that people who used Internet Explorer (IE) had the lowest IQs, while Opera users had the highest. Those still using Internet Explorer 6 had the lowest IQs of all, and IQs rose gradually, increasing in line with newer versions of the browser. But the IQs of those using all versions of IE were at the bottom of the list.

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So, one of the world’s top influential blogs publishes a story. Does that make it true? The headline is pushed out through Twitter and Digg hundreds of times. Does that make it true? Google rankings are through the roof. Does that make it true?

Media Culpa takes on TechCrunch in defense of Sweden and the potential truth in web authority.