By Tash Whitmey

Sometimes a washing powder is just that. A washing powder. Brand owners have never been less sure of spending their advertising pounds, but there remains a reluctance to look at this very real scenario where consumers just don’t care for brands, when brands lose their prestige and their relevance and people start buying ‘stuff’ instead.

Studies have shown that people would not care if the vast majority of brands were to disappear. What then for the future of branding? Is it possible, in the future, that the only brand that will matter is ‘I’?

Will this mean that the role of Read full story ›

Source: The Drum