Devotion to “branding” has become a shibboleth for entrance into the twenty-first century’s iteration of consumerism and globalisation. Branding will not only fatten wallets, it will also provide a “meaningful life”. As with advertising, branding not only creates a subject, the consumer of the product, but also an object, the product itself. It also attempts to imbue these products with meaning. Branding, as Naomi Klein has famously argued, is about the imaginary, not the material.