Faith Popcorn: ‘Brands Are Dead’

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Photo: Patrick McMullan

"Brands are dead!" famed futurist and marketing consultant Faith Popcorn declared when we ran into her this weekend at the Watermill "Last Song of Summer" benefit concert in Bridgehampton. Popcorn predicts consumers will turn away from big names and back to generics from companies they trust. "Take a walk down Madison Avenue from 60th to 80th Street," she said. "All the luxury stores, like Prada, Gucci, and Hermès, are empty. What do they do for us except overcharge us?" But some will endure, she said, like the Faith Popcorn brand. "My brand is the future because it is not just a brand," she said. "It is just about being right for 35 years."

See more quips and predictions from Watermill in our Party Lines slideshow.