If no other work is quite as well served by the layout, it is probably because no other artist has been as willing to engage in the sort of unforgiving contextual investigation that Gillick has spent a career pursuing – that and some of them seem tossed in for good measure. Still not sure you're getting enough? Well here’s Paul Chan’s Lynne Stewart video, over next to the Anri Salle on loop in the mock voting booth and the giant, two headed snake, hanging in segments from the ceiling – look its electromagnatized! There’s vending machines involving urinating hens, a sneaker installation, web access where you can review the show, giant blackboards asking for your definition of various key terms, numerous free posters and, if you don’t like the ones on offer, there is an entire poster production facility, involving glue sticks and the coolest collection of rubber stamps below 42nd street. Each poster made by visitors is scanned and put up on the web, and every week several are selected to be blown up and placed in the window. Top that, actually existing democracy!

If that still isn’t enough, there is an entire program of talks, lectures and charettes -- a concept that apparently originated with design but may have been synthesized out of whole cloth for the purposes of this exhibition -- its just that (refreshingly) ambitious. Which brings me back to the title: though branding is certainly in question here, most clearly in Hank Willis Thomas’ and Trevor Paglen’s work, I’m just not convinced that that relationship really exhausts all that is going on this show. Actually, I kind of like it that way. Working through the myriad pathways within the exhibition, its clear that half a dozen or so titles would all have applied equally well -- and for all I know there is an upcoming charrette devoted to synthesizing new ones -- and branding does beg precisely that question. Why not change titles every week? In any case, OURS: Democracy in the Age of Branding gets your attention, gets you thinking, and if there’s some great ill-served trope at work here that cries out for redress, one is free to make a poster about it, they’d probably even hang it in the window. And if that still isn’t enough, than that’s entirely the point.