The branding of Occupy Wall Street was begun when Adbusters editor Kalle Lasne created the Twitter hashtag #OCCUPYWALLSTREET and created this poster.  He was especially interested in creating an aesthetic meme (transcendent cultural message) that would capture public frustration while also subverting traditional power structures.  He hoped the movement will “somehow change the power balance and make the world into a much more grass-roots, bottom-up kind of a place rather than the top-down Wall Street mega-corporate-driven system we now have.” (New York Times, Nov. 28, 2011)