The slow death of brand loyalty and the rise of functionality

In the last few weeks, Amazon has launched its Dash service in the UK. The small, Wi-Fi enabled device allows you to re-order specific products from Amazon at the touch of a button.
By extending its ‘One Click’ technology (first patented back in 1999) into a number of low-cost connected devices, all sorts of household products – from shampoo to toothpaste to washing powder, can be replenished instantaneously. Amazon claims to have 40 brands signed up so far.
The idea itself isn