A leader needs to embody and glorify the main promises of the brand’s category, while continuously pushing back the boundaries of the category. Read More : Here

The digital brands are up-and-coming, for sure (we can all bet that they will be in the top five within the next five years). They will see a boost from emerging countries and the maturity of the consumer. Other up-and-comers are “collaborative” brands...

First, there will be a growing split between the markets. We will find more distance between brands and (or) categories. At one end of the spectrum, consumers will be more involved, and at another, consumers will see only the usage value of a product....