The Everybrand

In recent years, mega retailers, like Target and Home Depot, have introduced private label goods of increasing quality, putting the screws to some of the most overrated brands in the market today. In response, some big brands have resorted to thinly veiled fear mongering: One recent Tylenol commercial proclaimed, "We don't make store brand pain relievers. We make Tylenol."

Former low-end brands are catching up everywhere we look. From Hyundai's push into luxury cars to layoffs at premium refrigerator maker Sub-Zero, consumers are picking up on the growing parity between brand-name goods and inexpensive competitors. The message to brands is ominous: distinguish yourself or give up the spectacle.