Did you know that branding is dead?

Here I am for the past 20 plus years talking about the virtues of branding and now branding is rendered useless. Oh, back in the 50s, maybe it made sense to sell soap or toothpaste, but now?

In this video, I tell you about a recent purchase of mine that went from product recommendation straight to purchase. I didn't read anything about the brand. I didn't investigate the artisan craftspeople that put the product together. Or how it was engineered. I didn't care about the story. I didn't care where it was made. I just trusted my friend and bought it.

So here I am investing—or some might say wasting—my career as a brand coach. So, I ask you, why even bother with branding?