The purpose of a brand is to tell a story, creating recognizable codes: the style identifies the brand, while the code is used to establish the communication. The target is to not go wrong with the dress (the code) for a specific party (the style). The maximum that a brand can get is when the designer accomplices to build the party on the dress.

Let's take a look on how three IT bigs made war upon each other, using communication codes and semiotics.

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