This document discusses how brands must adapt to the new era of transparency where consumers have more information and power. It notes that only 28% of people rate brand as an important purchasing driver, and 70% of people would not care if most brands disappeared. It argues that brands must get closer to customers, have an authentic internal culture aligned with their values, and appoint a "Chief Culture Officer" to shape the company culture. Successful future brands will be true to themselves and their employees to form genuine human connections with customers.