I’m not sure how many marketers really get how fundamental this shift is, particularly with packaged goods. True authenticity, or the clever manipulation thereof (think Betty Crocker), will be difficult for “manufactured brands.” In the wine world I spend much of my time in these days, that means those cute, critter labels are in for some tough sledding while wines made by real people that can deliver true value will thrive (Chile, Spain and Italy should do very well). Or those that are industrial will need to develop a strategy to humanize their brands (think Stormhoek).

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