Given That Ever-broadening Array Of Options And Alternatives, As Consumers And Investors, We Are Often Bewildered. We Need Guidance. That's Where Today's Brands Come In. They Are Not So Much Signals About A Particular Product, They Are Signals About Good Judgment, Trustworthiness. A Big Brand, Whether It's Schwab Or Disney, Is Becoming Analogous To A Portal That Sells Us Advice About Where We Can Find Great Deals.