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When advising clients I am often asked quite early on in the relationship what I consider to be the key challenges for branded goods and services over the coming years. I have pinpointed 3 important disruptors that I’d like to share and would love to hear your thoughts on. 1. Authenticity of the brand: Has your brand earned the “right” to do what it does? And does that “right” extrapolate into the future? Authenticity is earned over time through consistently creating real value for the consumer and creating value for society (I have previously discussed the need for shared value creation, specifically transparency, here). A favourite example of an authentic brand is Nivea. Total focus on s