People buy brands, not products.
Brandless pop-up in Los Angeles in 2018. Brandless Inc., direct-to-consumer personal care and packaged goods company are closing down. Brandless will stop taking orders and cut about 70 employees, less than two years after SoftBank Group Corp.'s Vision Fund said it would invest $240 million in the startup.
A company with no brand completely failed.
You need a brand. You always see these tv commercials for companies about their brand and what they offer. Coca Cola is everywhere because they realize people buy the brand, not really the product.
Look around you and count all the brands you see. Apple phone? Apple earbuds? Nike shoes? What brand are your clothes and handbag? The brand is all we care about.
Recommended Read: Designing Brand Identity: An Essential Guide for the Whole Branding Team