The rise of eCommerce has drastically changed the traditional retail market. With record store closings year-after-year, it seems obvious that eCommerce is signaling the end of brands. With more effective marketing tools, and more access to billions of consumers around the world, branding certainly feels like a print and TV ad relic of the past. And certainly, in the early days of eCommerce, it was easy to get away with rudimentary branding, but the market is changing rapidly. With unprecedented levels of competition online, being able to identify and connect with your target customers is essential for survival. But this goes beyond audience targeting, it requires the emotional dynamics of a brand.