AND THE BRAND PLAYED OUT.

BRANDING (Marketing); MASS marketing; TECHNOLOGICAL innovations & economics; CUSTOMER relations; AMAZON.COM Inc.; ETSY Inc.; INDIVIDUALISM -- Social aspects

The article discusses the decline of mass-market branding, focusing on the effects of technological innovation on the emergence of small "nonbrands" and their competition with big brands. Other topics include the importance of business-consumer relationships, companies emerging out of the new era of technology including online retailers Amazon and Etsy, and societal shifts toward mass individualism.