“…brands and branding are fundamental to the way we experience modern life- and the way we give ‘meaning’ to it.” He goes on to describe how brands represent the world to us, “..they quite literally ‘label’ for us what might otherwise be a chaotic array of messages. Brands and branding are a feature of the way the modern (western) mind thinks. It is impossible for the modern mind to think without recourse to the sorts of models we commonly refer to as brands.”