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How do brands do things (if, indeed, they do)? Using ethnographic data gathered inside a Hawaiian corporation, this paper examines how the brand form is developed imaginatively by stitching together the various voices of corporate stakeholders and also organizing the relationship between the corporation or their products and the targeted publics as participants in a hypothetical semiotic participation framework. The concept of  commens  of Charles Sanders Peirce is used to help explain how corporate actors seek to create a felicitous condition by which brand forms may ensure reception of messages as well as perlocutionary acts of consumption. It is suggested that contemporary branding practices are understandable as attempts to establish  commens  – a necessary condition for any effective communication between sign-producers and sign-interpreting social agents.

How brands (don’t) do things: Corporate branding as practices of imagining “ commens ”