[Imustaskforhelp]

I suppose my question with it is will our identity be associated with brands who can/do spend billions and billions of dollars on advertisements or a brand of more authenticity.

Do we as humans feel more at ease with our identity/purchases buying a brand which is known by other people because it spends billions on it/ or a niche brand/smaller shop which is more authentic but people don't know about it.

To me, it feels like the david vs goliath story. My intuition says a mix of small but not too small / something which has history that you compromise on like support/quality of product etc. and sometimes price efficacy.

[widowlark]

It's true that consumer choice is what defines the market. So really, yours is a cultural question. What do we as a society value? If it's brand identity, like today, then we will get branded products with as little purpose as possible. If we value authenticity, then brands will start building more authentic products. There's obviously a delay between what we value and what they offer, but its clear that building what customers want always yields a place in the market.