Logos, claims, jingles - we hum product tunes, speak in slogans and prefer smilies to words. We live in the midst of consumer products, virtual identities, overformed by AG ego and as Ich AGs. Our offspring are becoming patentable and want to become spin doctors, story managers or trademarkers. In autumn, the absolute series edited by Klaus Theweleit will publish a volume that asks what happens when we are bombarded with 3,000 marketing messages every day.absolute Marken - Labels - Brands tells the story of these core discourses of corporate identity from the Roman SPQR to No Name-Trends and Ad-Busters. Original contributions to advertising by Adorno, Barthes, Benjamin, Burnett, Godard, Lasn, McLuhan. ---On the method of production: The binding method of the volumes from the absolute series is the so-called Swiss brochure, a particularly high-quality type of book binding in which the thread-sewn "book block" is glued into the "cover", the binding, only on the back. The books can be opened completely (180°) without damaging the binding and also remain open. The absolute series is called "absolute" because in it we do not just highlight one aspect of a person or a discourse, but give a complete insight, with interview, biography and original texts. We also want to take this idea of insight into account in the way the books are made: and hence the Swiss brochure with stitching threads dyed in the colour of the respective volume.