Major brands not only define American culture, but also often define whom a person is and what it means to be “normal” or “cool”. Since the majority of Americans have the inability to separate wants from needs, large corporate brands are incorporated into our everyday lives. However, the future of large brands is under scrutiny with distrust in corporations, increased consumer control and a change in the state of mind of society. In order for branding to remain successful, companies must de-brand their products in order to gain or retain consumer attention. Read more »