Best in brief: What are brands good for?

The growing technological ability to connect individually with customers may be undermining the traditional function of the brand as delivering a `promise’ in the aggregate.

Best In Brief

What are brands good for?

Niraj Dawar

Brands are considered an indispensable part of modern business because of their ability to aggreate consumers, reaching large numbers with a promise to deliver a clearly-stated proposition. These promises...