[mforsberg]

"Are brands basically a way to let people be lazy by outsourcing their thinking?"

I think not. Brands as I see them are much about experience and expectations. Myself; I am loyal to a handful of brands. Call me a Nike AF1 sneakerhead or a apple fanboy. But what it comes down to for me is the experience that these brands deliver; and I know what to expect from them.

With that said I believe that brands are built over time on customer interaction and the value provided.