What Nir Eyal says in his book Hooked: How to Build Habit-Forming Products is true: brands that succeed today are those that store value in the product. That value continues to grow as people interact with it every day. Such a simple explanation for a problem faced by so many brands. “Value” is no longer determined by price, but how much a person invests their time, words, images, connections and other data in that brand. I wonder if in the future brands will just become platforms; empty shells filled by communities that do similar things (i.e. laundry, running, eating cereal), and share similar values.