February 05, 2019 | BY Arvin Jawa
Consumers use brands as a way to help define their own self-identity. Organizations use brands to outwardly define the culture they would like to propagate. Yet, even branding has become subject to the ever-changing and fickle nature of the consumer. Being afforded with more and more choice, consumers tend to be less loyal and exhibit behaviors of rapid adoption and hyper abandonment. As a result, brands are in a constant battle to keep themselves relevant.