From the first hot metal searing cattle hides to the sophisticated digitally-fueled communications of today, brands speak claim to identity. Whether embedded in a 30-second TV spot, subliminally appearing in entertainment or making entry to a plethora of digital media, the Brand is the intended symbol or icon of another reality, the promise that lives behind the Brand. Whether intentionally or not, Brands are the iconic representation of all forms of consumption and expectation. It is because they have power to communicate with meaning-dense efficiency, that they become the representation of what lies behind them. For good or ill, Brands purport identity and so, meaning.

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