Score to date: People 3, rationalists 0

Jeremy Bullmore

This article argues that the brand will continue to be important even though people have greater access to online comparison tools.

Score to date: People 3, rationalists 0

Jeremy BullmoreWPP

Does perfect information enable the perfect consumer to make the perfect choice?

In an August article headlined What are Brands For?, The Economiststruggled to answer its own question. While accepting that brands "are the most valuable things that companies own, often worth more than property and machinery", it also described them as 'ethereal'. Having conceded their importance, the article went to say: "Yet arguments rage about how much brands are worth and why. Firms that value them come to starkly different conclusions. Most of the time they do...

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