Concur with Havas ‘age of cynicism’ characterization by encouraging company leadership – brand developers to consider probability - eventuality that numerous and time honored branding conventions – practices are less relevant - nearing irrelevance.
Branding - brand introduction, attractivity, competitiveness, deliverable value, and sustainability, etc., will be more challenging and should oblige all to devote more specific attention to the underlying - contributory intangible asset in play - at work.