Our culture issues a very characteristic form of word play. Brands blur many of the lines assigned to the property of texts. If, as we read in Pascal Quignard, «Tout nom manque sa chose (Every name lacks its thing)», brands seem, on the contrary, to attach themselves to their things.
Deconstructing these kinds of texts means also to deconstruct their territories. This is what Deleuze is almost inviting us to do. The sign is an all generic means to express this anthropological need. That way, an "unspeakable horror" will always be secured and possible.