The Super Bowl is a great indicator of the importance of brand today. It costs millions of dollars to produce and place a 30-second spot to grab the attention of potential US customers. Last year, almost a full 15% of Super Bowl ads were paid for by car companies trying to grab the hearts and minds of consumers. What happens when that all changes? When individuals are requesting cars on demand that suit their needs at a particular moment, the brand of that car may no longer matter. The Chief Marketing Officer of Mercedes likely won’t be spending millions on 30-second spots.