The new chaos of buying. Branding in the age of too much

What if the biggest risk to your brand isn’t invisibility, but irrelevance?

In a world where consumers don’t follow funnels but live in loops, where decisions are delayed, distracted and shaped by unseen forces, the traditional playbook no longer works.

This article dives deep into the Messy Middle, the space where real decisions happen, and where branding becomes the only true anchor.

From the psychology of memory and choice, to the behaviours that define the modern journey — streaming, scrolling, searching and shopping, we explore how strong brands don’t just survive chaos.
They master it.