Reports of the death of the brand have been greatly exaggerated.
The topic of branding becoming an irrelevant component in the digital area has long been a topic of debate. Some industry experts reckon that branding becomes an unimportant factor since we have unlimited access to product information at any given moment during the process of purchasing a product/service. And although some brands may fail miserably in the digital era, we believe the only reason for this is because they do not grasp the benefits of being digitally led in their brand strategy.
Also, communication channels have changed, but we are still selling to humans, and humans are emotional creatures-that will never change (have a look at our whitepaper on this)