If you live in northern New Jersey, there’s a place to calmly get your check-ups, crowns and cleanings — The Apprehensive Patient, Dental Care for Cowards. I loved that a small 6-office dental chain came up with some very clever and very insightful branding. And its not a mere marketing gimmick. They pay it off by offering their “cowardly” patients anti-anxiety medications, nitrous-oxide or intravenous sedation. Way to go DDSs!