a packaged supergame of tradeable illusions in constant transformation, permeating every possible plane of human communication.

Brand is the cognitive aspect of identity that culture attaches to all its social constituents and, whether under or in control of its bearers, it is inevitable and relentless.

Design is its incarnation into the symbolic order, a surveyable representation of what can be shared, exchanged and consumed of identity, its sensory means of advertisement.

From a point of view merged entirely with Capitalism, yet forever rebelling against it, each and every one of us is campaigning to defend one's own brand-identity in an indefinitely hostile, global market.

Enter 'Sub Specie Design' for a conceptual map of Branding and Identity Design as a continuous battle for mental territory, the hidden principle behind the war in our heads!