A lot of the new battles will be about which app we use to buy things. We will soon see what’s more like mega apps. Map apps, social apps , payment apps will all become key portals to the things we do Is it that we open Google Pay/ PayPal to buy clothes ? Or open Apple or Google maps to buy them? or we buy from relationships via Instagram/Pinterest Whatever is the case , brands are likely to be more vital than ever, but be the secondary navigation. Brands become reassurance once we are in Shopify or Google Pay , not the first destination. …see more