What role do brands play in today's world of eCommerce?
As commerce changes to conform to the new world of marketplaces and networks, brands are losing their steam.
Historically, brand has been the primary way retailers differentiated themselves when products were very similar. Over time, customers’ habits have changed, and brand marketing is turning into product marketing now that shopping is no longer a destination game.
Think about last time you bought something. Did you go straight to the store or site of the brand you bought it from? Or did you read a...