There are two articles. one from McKinsey and the other from harvard business review. i like the hardvard article a lot. they say that brand value of a company is falling to 10%(2013) from 18%(2003) and customer relationship values doubled (climbing from 9%(2003) to 18%(2013). https://hbr.org/2015/04/why-strong-customer-relationships-trump-powerful-brands http://www.mckinsey.com/insights/high_tech_telecoms_internet/brand_success_in_an_era_of_digital_darwinism what do you think?