Is the future of branding debranding?

As the advertising world becomes saturated with digital media, companies look for new ways to get the attention of consumers. Many companies try to mask the commercial aspect of the product so customers feel like it is familiar or more reliable. Instead of brands, real people and real product reviews will merge consumers with products. 

Let's take a step back into the 90's and look at advertising strategy. Large companies would have amazing stories behind their brand and product. They would list qualities that would not relate to the product itself, but that related to the story behind their product. Advertised products couldn't live up to the brand's promises. Their strategy was camouflaged, using psychological triggers to help potential customers draw conclusions about a brand by the appearance it portrayed or way it could make you feel. 

There has been a shift for people to buy less stuff. Live simple. Don't buy what you don't need. And just as consumption can be a way of life, there is a new wave of non-consumption becoming very popular. This is where debranding is happening. There is a shift in the branding focus. It shifts from products to places. Think of sites like Etsy with individual shops and real sellers or small online boutiques where like items all come together in one place. Instead of brands, real people and real consumers share their opinions, stories and satisfaction of the products. 

In this new debranded world, it doesn't mean that consumers will spend less but they will buy higher quality items and experience less impulse buys. No more wasting money on throw away cheaper items. Prices will reflect real value, not conceptual escalated value based on the brand name. We are getting back to basics and basic is a good place to be.