As God is placed in the centre of the Paradise, in the Branding Comedy is the Consumer to stay in the centre of the system and he represents something to be reached by the brands, which are the real protagonis tof the book.
The Branding Comedy is divided in three sections, like the original Comedy. In each circle are placed the brands, depending on their sins and virtues, their positive/negative values or simply their real position in the market.In fact, as Dante uses the ancient symbols and allegories to describe the medieval world, in the same way logos and brands represent the symbols of today, carrying loads of different values and characterizations.
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