Dear CMO: Brands tend to elevate perceived value in a market segment. Differentiated products are highly brand driven -- look at the fashion industry -- and even commodities have shown remarkable sensitivity to branding. Just ask Intel. Or Nutrasweet. So when an age old business that has evolved along side humanity since the dawn of time begins to shift towards unbranding, it's worth noting. The shift to organic food has given rise to retail (and branded) success stories like Whole Foods, but as "big organic" becomes mainstream, the real growth industry becomes the "unbranded on purpose" farmer's market.