After 2001, brands transcended their role as ‘trademarks‘ and became identity building blocks. Similarly to art, journalism and memes, they help individuals of the network society self-curate their identities.
Today, many industrial brands still fail to create meaningful connections with the network society. Start-ups, on the other hand, often do not exist outside of Facebook’s and Amazon’s performance marketing structures.
→ Every time Amazon or Facebook change access to their algorithm, another start-up realizes that every entity needs to own a brand.