The purpose of this chapter is to explore the relationship between Bob Dylan and branding, a task that requires disentangling three powerful myths. Myth one is the colossus of Bob Dylan himself, a musician whose ascent to legendary status happened almost simultaneously with his debut and who casts the longest shadow over everything, especially himself. Myth two concerns the 1960s, times that continue to possess and occupy Dylan as both hostage and host. And myth three: the brand in all its power and plasticity, capable of restructuring businesses and rewriting history, of refashioning the world in its image.