The Death of Branding

“Brands cannot deliver what they advertise. Shoes or coffee can never live up to their brands’ promises — they are just shoes and coffee. You could even say that the better the stories, the more dishonest the companies are being.”

This Fast Company article offers an interesting take on the state and future of branding.

It suggests that the future of branding is actually “debranding” and that we will see a shift of emphasis away from the marketing of products and into the development of them.