Siretta

The future of brands in a post-human world

Article by Tracey Follows

ears ago the purpose of a brand was clear and simple. It provided a mark of trust and quality. In a market with counterfeits and snake-oil salesmen, the brand was a mark of reputation and guaranteed a certain level of performance.

During post-war Britain when products were still scarce due to rationing, no one could afford to waste money on a disreputable product. A host of household names asked consumers to put their trust in them, making them a regular item on their shopping list. Certainty and stability was what we were looking for and brands became part of that reassurance.

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