surrounds it. ARCHAEOLOGY OF MATTERING “Mattering” requires more than a logo, a use case, or even a purpose. This cluster analysis of people’s response to brand attributes reveals a new hierarchy for the digital age. It shows behavioural attributes rise to the top, far more important to people than the ones lower down in the sub-strata. Brands matter today because they behave in a way that helps people accomplish what they want to do. So, brands that are useful, practical and personalized are the ones that “matter” most. This is the role of post-modern brands: to define their own space within the