Brands are all around us. We wear, eat, watch, drive, work and play with, products all bearing brands. We are constantly bombarded by ads proclaiming such brands. Here, I assign a common brand name to an image of the structural landscape that in someway evokes that brand. The cognitive dissonance that results from seeing the brand misplaced in this manner enables us to see the brand in a new light: the brand inside-out. We pause. We ponder. In doing so we gain a greater understanding, such as the brand's allure or the personal and broader implications of its consumption. Re-brand is about changing our relationship with brands - from one premised on being controlled, to being in control, in a society that has consumed us to the point of blinding us.