Beyond the 'consumerism' framework, 'death of language' occurs instantly and there is no conceptual means to allow a rational point of view from the outside. Inside it however, there is a creative machine processing meanings, concepts and cognitive schemata to create and control a common culture. Here, Branding and Design interact as cause and effect of each other, pragmatically meaningful only in unison. Their analysis requires a rational and emotional vacuum at one instance of space-time. A bias-proof bias must be determined to contain it, a 'No Brand' condition. This is a private, temporary affair and we must be cautious not to get absorbed in it.