In this article, I propose a theoretical framework related to identity construction and transformation. The main aim is to explore some symptoms and incidences associated to the arrival of digital revolution, like the identity crisis provoked by the deep changes in the notion of time and space, which have disoriented the human being at the dawn of the revolution. One of the main conclusions to be debated is the following: in the society of the image and information that we are living, paradoxically, what is still predominating is the victory of the myth, headline or branding.