The Proclaimers in the medieval town served as modern speakers, using the words to brand new territorial entities. Urban culture rapidly spawned various forms of mass communication, and globalization of markets objectively entailed an increase in the proportion of "somebody else's words" - intext. Alienation of communication actions not only from its recipient, but also from the sender, blurred the boundaries of somebody else's word, which was essential for effective branding areas. In Russia, a similar role was played by the works of authors of teaching and preaching, shaping the formation of moral ideals of the Christian world and influencing other literary genres by their own experience "of human nature". A number of methods and techniques of rhetoric was put on paper. It had thus a significant influence on the development of rhetoric as an instrument of territorial branding. Since semiotics is a field that requires decoding of the encoded text, ignoring the laws of the encoding or decoding a text message, violation of the initial language settings leads to the destruction of the very semiotic system to which the recipient belongs. Since the early Middle Ages the subject of the development of speech was the most important in the art of the speaker, and culture had the function of selecting information about the outside world. Thus, different cultures may make desired selection and structuring in a different way. The language in myth and epic as the main figures of the era, definitely evolved collective creativity of all the people, and not the private thinking of one person. Therefore, targeting of the text which preserved the national color was the the key parameter of the territorial branding.