A brand is a device for coding lived experience and living bodies into market processes. A couple of important coordinates to lay out about how to think about brands. The first is to say that the relationship between brands and media platforms is a critical one for any understanding of our public culture. Facebook and Google now account for ~70% of all online advertising revenue, and ~90% of growth in online ad revenue. In these two media giants, advertisers finally have a form of media engineered entirely on their terms.