A survey based on the Social Security Administration data called the attention for a curious phenomenon: children whose names are product s brands well-known in the market. The result shows that, in the American society, it already has certain statistic relevance the fact that babies are being named after brands such as: Armani, Porsche, L Oreal or Pepsi. A similar research, conducted for this dissertation, was based on the yellow pages and civil register offices from all over the country, which allowed us to establish the occurrence of this phenomenon also in Brazil. The purpose of this work is to investigate the event, which can be considered a limit case of the insertion of consumption elements as a form of classification. Through interviews with people whose inspiration for nomination were products, it was possible to collect stories that allowed us to deepen determined aspects of this new social logic, in which brands can become names of human beings. It was sought to examine this radical form of identification between products and people, the classificatory system that derivates from it and the role that the advertising plays in this process.