The Age of Agency: Why brands need you more than you need them

“Don’t buy this jacket.” And then all the reasons why you shouldn’t. That was the full page ad in the November 25, 2011 issue of The New York Times. On Black Friday no less. Patagonia proved that they stood for something more than really cool, really comfy outerwear.

It’s just one example of the nineties and noughties rise of brands that stood for — and…