They say image is everything. In advertising, image usurps even that of the product being peddled. Often times this focus on image sends mixed messages to the consumers, especially when a product sees multiple iterations of itself in an attempt to find its brand identity. Many fine products have become lost in the shuffle due to this very thing. You see, we as consumers need to identify with a brand before we are compelled to buy into it. Our perceptions, thoughts, feelings, experiences, attitudes, and beliefs are intrinsically linked to a brand's identity. This attachment to brand image crosses over into every aspect of our lives... yes, even metal. Let's take, for example, Phoenix, Arizona's Abigail Williams and their new album In The Absence Of Light. As a product, there is definite potential - robust and vicious black metal compositions infused with an abundance of melodicism and harmony - not unlike early Dissection and Dimmu Borgir. Songs such as 'The Mysteries That Bind The Flesh' and 'What Hells Await Me' provide a thoughtful and pure take on the black metal experience. In fact, this album reminds me of perhaps one of the greatest black metal albums of all time, namely Slaughtersun (Crown Of The Triarchy) from legendary Swedes, Dawn. If I didn't know any better, I'd have sworn that In The Absence Of Light was the follow-up to this 1998 masterpiece. Anyway, as incredible as the new album may be, as a brand, the product will likely suffer. But, what say you does a band's image have to do with their music? Well, i'd like to think nothing. Indeed, a band should be judged solely on the quality of their chops, not their haircuts and shoes. As you may or may not know, Abigail Williams has existed for a number of years, albeit in many different incarnations. Initially, the band began as a five-piece whom incorporated a healthy dose of symphonic black metal into their metalcore foundation (famously described as "black metalcore"). After a few member changes, Williams dropped all references to the aforementioned metalcore in favour of the symphonic Nordic elements. Which brings us to today. With one original member left, Abigail Williams is now a three-piece wrecking crew, looking more the part of Dark Funeral meets Goatwhore than Lambswitch Engage Of God. It pains me to say this, but Abigail Williams' lack of a consistent branded image with which consumers can wholly identify will only serve to hurt them. In this regard, In The Absence Of Light will likely fall through the cracks of an overly-critical and unforgiving listener base. That said, don't let my propensity for pessimism fool you, as I would like nothing more than to have this album heard by every christ-hating, horn-throwing freak amongst you. In the end, i'd like to ask all of you reading this to not let your perception of the band's past struggles with brand identity dictate their future, as this would truly be a disservice to the band and their music. Not to mention, you'd be depriving yourself of a truly great album. A definite year-end contender.