In economic terms, disintermediation means to cut the middleman out. For example, consumers buying stocks directly through E-trade or Scottrade is a disintermediation of stock brokers. As a result, the intermediary loses business.

I’m going to extend/tweak the scope of disintermediation to cover branding.

Brand disintermediation is the art of cutting your brand out of the middle even though you may still be earning income in the short-term. In effect, these 3rd parties are stealing your customers while you watch (often because you gave them permission).

Here are three companies that are doing an excellent job at taking brand loyalty away.