Are we paying too much for brands?
One company that is looking to revolutionize our thinking about branded goods is Brandless, a San Francisco based start-up selling food and household goods.
The emphasis is more on the goods rather than the brand with the argument that consumers pay a brand tax of approximately 40% for the privilege of consuming a particular brand. Brandless’s CEO and co-founder Tina Sharkey says “we’re trying to reimagine what it means to be a brand in today’s world, a brand rooted in authenticity, transparency, and trust,” Sharkey says. “If we do this right we’re actually building a community of people who want to change the way we live, where we can focus on living more and branding less.”