Fashion is often how people borrow attributes they see in designer brands. We try and extend those attributes to ourselves by association. We wear Armani, we feel cool and sophisticated. We wear Camper, we feel discerningly hip. We even forgive ourselves if the clothing actually looks awful on us - who can argue with the taste of a global designer? Now fashion brands are beginning to extend to designing our very living environments. Ikea now builds houses (for easy living and affordable design) and Martha Stewart will design your interior for US$250k. Brand power also applies in business when a corporate will choose to buy services from a global brand rather than a small local operator - what's the saying - nobody ever got fired for hiring IBM? I wonder when will we see the two come together - Apple boardroom interiors?  Collateral design by Hugo Boss?