Are you serious?

A commentary on the article “Brands Must Always Stay in Control” by Lisa Krick of MetaDesign, published in PAGE on October 19, 2026. https://page-online.de/branche-karriere/marken-muessen-immer-die-kontrolle-behalten/

This is probably how Loriot would respond in a letter to the editor:

I read the interview about the future of brand management with great interest. I didn't understand everything. That's probably my fault.

I've learned that brands have a personality, take a stance, and must stay true to themselves. They also need touchpoints, interfaces, brand experiences, and curation. As for me, I need a new toothbrush every now and then.

I was particularly reassured by the news that brands will be able to communicate with machines in the future. That will probably save us humans a lot of misunderstandings—provided the machines can understand each other.

I was a little troubled, however, by the claim that brands must always remain in control. I didn't realize they had that kind of control. Over whom, exactly? Over the machines? Over me? I've been buying the same toothpaste for forty years. Until now, I thought that was a personal choice.

Apparently, the toothpaste is supposed to develop a personality. Maybe we can chat every now and then. I would ask it, though, not to get too personal.

At the end of the interview, I learn that it is the job of brand experts to make complex things simple.

That's good news.

Maybe Lisa could give it a try the next chance she gets.