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We’re loath to admit it, but our branding world is in a state of utter disarray. Consumers have more ways to interact with businesses, and they possess more numerous and easy-to-access ways to switch that interaction between providers. Too much detail and too many variables make every interaction unique; life is just inherently complex and messy, and our old presumptions about the power and relevance of branding have a diminishing influence on the when, where, or why of consumption. So consumers have become harder to reach, more difficult to convince, and nearly impossible to keep loyal.