The Ultimate Weapon
4.001_ The totality of propositions is language.
4.01_ A proposition is a picture of reality.
4.022_ A proposition shows its sense. A proposition shows how things stand if it is true. And it says that they do so stand.
4.023_ A proposition must restrict reality to two alternatives: yes and no. In order to do that, it must describe reality completely.
4.01_ A proposition is a picture of reality.
4.022_ A proposition shows its sense. A proposition shows how things stand if it is true. And it says that they do so stand.
4.023_ A proposition must restrict reality to two alternatives: yes and no. In order to do that, it must describe reality completely.
Wittgenstein, L. (1921); Grayling, A. C. (2001), p.44,45
Anything that is perceivable is potentially consumable. Everything consumable has at least one comodified Unique Selling Proposition (USP), a distinctive salience reflecting its brand identity.
Brand identity then, holds a current ideological value, comprising the nucleic unit of transaction in all we sanction as reality: meaning.
Even Capitalism and Anarchy are brands. Even Europe, Rock'n'Roll, Privacy or Hell. A brand is experienced through its social role, a stage-character program distinctly associated with its essence: 'to know something is to consume it'.
Branding can be semantically defined as the Engineering of Meaning.
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