Why has branding become such a big deal?
We live in a world that is super saturated with products, services, and experiences. A lot of it — perhaps most of it — is of pretty good quality. And it is also quite similar. We are surrounded today with an abundance of high-quality, similar products and services where differentiation is increasingly difficult for consumers to spot and for companies to create. To be known and remembered is critical, of course, but it is getting harder and harder to rise above the crowd of similar brands and be genuinely distinct. Confronted with myriad choices, consumers look for shortcuts and quick reassurances which "guarantee" that the choices they make will be the correct ones for them.