The competitive landscape is becoming more complex. New ideas with the potential to disrupt markets can come from almost anywhere. At the same time, we see that a few large companies own more and more of the interaction between people and between people and brands. Large platforms like Google, Amazon, Facebook and Apple are quickly expanding into new categories.
In this reality, brands must become better at earning the interest of the consumer. They need to better motivate why I as a consumer should have a relationship with them, instead of managing all their tasks through trusted giants. Whoever owns the consumer relationship also has a direct impact on business models, as it determines what brand owns the transaction.