Excellent thoughts about future branding and marketing http://www.brandingstrategyinsider.com/2009/10/10-branding-and-marketing-trends-for-2010.html
Accommodating these trends will require a paradigm change on the parts of some companies. But whether a brand does something about it or not, the future is where it's going to spend the rest of its life. How long that life lasts is up to the brand, determined by how it responds to today's reality.
1) Value is the new black
2) Brands increasingly a surrogate for "value"
3) Brand differentiation is Brand Value
4) "Because I Said So" is so over
5) Consumer expectations are growing
and 5 more, worth of reading and thinking