The future of brands boils down to this. In a pre-digital world you needed two things, trust and availability.  You spent money on Advertising to build trust and also as a proofpoint to help gain distribution. Distribution was literally everything. It's what build the huge CPG companies we see today ( and retailers) In the post-digital age, distribution is effectively free, ads can be micro-targeted, and trust comes from reviews, influencers, shared stories. To some extent the main game in the pre-internet world was about availability. It was a distribution battle, how can you be "within an arms reach of desire".  It could be that today's battle could be about ease. How can you be within 2 clicks of ownership. Thoughts? …see more