On Brand Loyalty and the Future of Branding

“Brand loyalty will diminish as the defining metric of success. Marketing strategies will become more varied. Some brands will be so strong that they will exist independently of specific products and services. Other brands will make a splash and then disappear. And a new kind of ‘generic’ brand will emerge: not bland, low-priced generics but anonymous, unmarked — yet highly stylized — products that are meant to take on the identity of the person who buys them. People will brand their own clothes, their own shoes, and so on.”


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