Pieter Peach » web http://www.ppeach.com/blog Tue, 03 Jan 2012 06:31:57 +0000 en hourly 1 http://wordpress.org/?v=3.3.1 The End of Brands http://www.ppeach.com/blog/2010/05/the-end-of-brands/ http://www.ppeach.com/blog/2010/05/the-end-of-brands/#comments Sun, 23 May 2010 10:16:09 +0000 Pieter http://www.ppeach.com/blog/2010/05/the-end-of-brands/ Brands

It was suggested to me by the ever clever marketer @sammartino that brands are, for the most part, cognitive shortcuts. Shortcuts that evolved to simplify choice in a world where information was both difficult to find, and then consider properly with our limited brains.

The question is this. What role will branding play as technology progressively compensates (as it already has started to), for these cognitive limitations? Will certain decisions based on functional criteria (financial decisions) become brand resistant, leaving those decisions with image/fashion criteria for the marketers to play with?

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