"I have great judgment. I have good judgment. I know what's going on."

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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.

— Robert Reich