The rise of the 21st century brand economy

Examines the rise of the 21st century brand economy by looking at the history of supply chain dominance, changes in retail and the importance of first-party data.
  • Permanent changes in industry supply chains are shifting the center of growth in the US consumer economy.
  • The singular retail fulfillment experience has permanently changed to a variable experience, which in turn transforms all value-creation and extraction activities before, during, and after the sale.
  • All retail sales growth is shifting from brick-and-mortar stores to digital, data-enriched channels.
  • First-party data relationships are important because they fuel all significant functions of the enterprise, and an arms race for first-party data is influencing strategy, investment, and marketing strategies among major incumbent brands across all categories....

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