Right now there is more branding going on than during the glory days of cattle herding. If the trend continues, sometime in the 21st century there will be no more products and services, only brands. There are at least three factors driving this trend.
1. Increasing Competition By branding, organizations attempt to build a customer base with a connection and a commitment to a product that goes beyond brand awareness into loyalty. How powerful can brand-built loyalty be? Consider this e