the brand becomes...
descriptive, not prescriptive
generic, not specific
not as a rejection of individualism in favor of collectivism, but as a way for the brand to facilitate the individualism of the singular consumer by scaling back their own voice
the brand can't be the individualistic one, because people know now that no matter how specific, niche or distinguished a brand, its mainstreamification is always inevitable. So, they'd rather consume things that are already normal, and use this default-ness as a platform off of which to impose their individuality, and distinguish themselves