The notion of proclaiming that brands are dead once the Internet arrives is neither novel nor new (e.g., Shapiro, Carl, & Varian, 1998). Researchers still propose that in a world where consumers can assess product and service quality through more "trustworthy" sources, such as their fellow users, peers, social media, and experts, brands will become less important (Simonson & Rosen, 2014). This is contradicted by researchers highlighting that the digital brands, such as Google, Amazon, or Apple, are more valuable than ever and that the product is the ultimate brand (e.g., Skibsted & Hansen, 2014). Others predict that new technologies, such as voice-bots like Alexa and Siri, will change the face of brands and branding alike (e.g., Labecki, Klaus, & Zaichkowsky, 2018). Labecki et al. (2018) challenge the notion that products will be the focus of the brand for two reasons. One, if voice-bots like Alexa will make decisions for consumers, an algorithm will evaluate product quality and value based upon consumer preferences, independently of brand or "suggested" brand value. Two, this limits the influence of emotive responses and brand loyalty, possibly leading to a customer becoming loyal to Alexa rather than the brand the customer purchases—the bot becomes the brand (Labecki et al., 2018).