Sure, there are still some iconic brands. Apple, Nike, Coke.
But those are giant companies. They go by different rules.
For the rest of us mortals, does the traditional idea of a brand — an iconic emotional shortcut that lets customers identify with a product — make any sense anymore?
Won’t smart, lean, agile little companies eat the big, lazy brands up?
After all, a village business doesn’t need a brand, right?