Brand desire. Sounds sexy. Sounds compelling. Catchy, especially as a branding slogan for a local creative firm, itself provoking what it advocates.

Do I have brand desires? What about my desires? Do I really *need everything I desire? How compatible are need and desire? Will desire hold need's hand while out of the corner of his eye track the sultry movements of consumption and profit? Can need break the codependency cycle and show true independece while fully appreciating—albeit trumping—the motivational merits of specious desire?

It is not my goal to create or receive brand desire. For me, brand desire will be the consequence of first fulfilling need as delivered through mediums of quality and trust, neither of which are requirements of desire.