This documentary analyzes several world-famous, emblematic brand-names and seeks to pinpoint the impact on modern society. Why do young people today choose certain brands and not others? How does GAP, NIKE and others like SONY succeed in manipulating the masses? Are we conditioned by brands? Do they promise us immediate bliss? Is it the latest religion? This program tries to answer some of these questions, and allows the viewer to reflect on this phenomenon of society which accompanies us from the cradle to the grave. To explore the world of brand-names is to probe our identify, our society and society's future.