“Twilight of the Brands” is a news article published in The New Yorker by James Surowiecki and in this article he discusses the emerging “fragility” of brand based loyalty and consumerism. He uses the failed yoga pants brand Lululemon which under; furthermore, their failure, known as a negative “brand storm”, was a result of bad press release and made all the more possible by the informed consumer. Unlike the past where consumer relied on brand names for quality, the availability of the internet and its wealth of product reviews, press releases about the ethics of a company, and ease of access has all but eliminated this practice of purchasing products based on its brand. The consumer is more highly informed, empowered, and capable of making
