The end of brands, or the end of common sense?

A common click-bait technique is to write a blog post with “The death of …” in the title. I’ve learned to ignore these, but I’ve seen such an avalanche of headlines with some version of “the end of brands” that it was time to comment. It’s not just a sensationally ridiculous idea, it’s a dangerous one.

I’d like to insert some common sense into the dialogue and explain why brands are more important than ever.

What is a brand?

Let’s take it from the top. A brand is an emotional expectation.

Here’s a little exercise I use in my classes: If I told you Coca-Cola was building a hotel in your city, could you imagine what it looks like?

Your mind immediately starts painting: Red velvet everywhere. Curved, flowing architecture like a bottle. A fountain in the lobby bubbling with happiness. The air smells like vanilla and spice. Even the receptionist’s smile sparkles.

You can see it, can’t you? Feel it? Hear it?

That’s a brand.

It’s not about sugar water. It’s about an emotional promise that’s so strong, so consistent, you could architect an entire building around it.

You can count on this “Coke feeling” in any circumstance, in any place. The trust in this…