[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-308715-105":59,"doc-detail-308715-en":131},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":124,"head_meta":126,"extra_data":128,"updated_unix":130},105,"en","the-21st-century-brand-economy-brand-growth-in-crisis","The 21st Century Brand Economy - Brand Growth in Crisis","","The 21st century brand economy framework explains how permanent shifts in industry supply chains are reshaping growth across the U.S. consumer economy. It highlights how economic benefits accrue to firms that create value through low-barrier-to-entry, capital-flexible leased or rented supply chains. Retail fulfillment and sales growth move from a singular retail experience to variable, data-enriched digital channels. First-party data relationships are positioned as enterprise-wide enablers, while competition for first-party data drives strategy and investment among major incumbent brands.",{"@graph":69,"@context":123},[70,84,106],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/the-21st-century-brand-economy-brand-growth-in-crisis/308715/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/the-21st-century-brand-economy-brand-growth-in-crisis/308715.png","ImageObject",300,407,{"name":92,"@type":93},"Logic","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-28","2026-09-20",true,{"@type":102,"interactionType":103,"userInteractionCount":105},"InteractionCounter",{"@type":104},"ViewAction",15,{"@type":107,"mainEntity":108},"FAQPage",[109,115,119],{"name":110,"@type":111,"acceptedAnswer":112},"What major economic shift is described as moving the center of growth in the U.S. consumer economy?","Question",{"text":113,"@type":114},"Permanent changes in industry supply chains are shifting the center of growth, favoring firms using low-barrier-to-entry and capital-flexible supply structures.","Answer",{"name":116,"@type":111,"acceptedAnswer":117},"How does retail fulfillment change according to the key takeaways?",{"text":118,"@type":114},"The singular retail fulfillment experience becomes a variable experience, which transforms value-creation and value-extraction activities before, during, and after the sale.",{"name":120,"@type":111,"acceptedAnswer":121},"Why are first-party data relationships emphasized beyond marketing?",{"text":122,"@type":114},"They are important because they fuel significant enterprise functions such as product development, customer value analysis, and pricing, supporting broader strategic capabilities.","https://schema.org",{"og:url":83,"og:type":125,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":127,"canonical":83},"index,follow",{"doc_id":129,"site_id":62},308715,1789872045,{"code":4,"msg":5,"data":132},{"doc_id":129,"user_id":133,"nickname":92,"user_avatar":134,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":135,"file_id":136,"file_url":137,"file_type":138,"file_size":139,"view_count":105,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":140,"language":141,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":142,"faqs":143,"seo_title":144,"seo_description":67,"update_tm":130,"read_time":145,"preview_page_count":4},1099513958762,"https://ap-avatar.wpscdn.com/avatar/1000023916a998db790?x-image-process=image/resize,m_fixed,w_180,h_180&k=1784791008015729253","st century brand economy  \nIAB Annual Leadership Meeting Palm Desert, CA  \nFebruary 12, 2018  \ntable of contents  \n1. brand growth in crisis  \n2. the three last miles  \n[3.](3. direct)[ direct](3. direct) brands – drivers & characteristics  \n4. brand strategy for revolutionary times  \n[5.](5. direct)[ direct](5. direct) brands & the U.S. economy  \n6. understanding the production stack  \n7. understanding the attention stack  \n8. understanding the fulfillment stack  \n9. understanding the data stack  \nkey takeaways  \n1. Permanent changes in industry supply chains are shifting the center of growth in the U.S. consumer economy.  \n2. Economic benefits are accruing to firms that create value by tapping into low-barrier-to-entry, capital-flexible, leased or rented supply chains. These include thousands of small firms in all major consumer-facing categories that sell their own branded goods entirely or primarily through their owned-and-operated digital channels.  \n3. The singular retail fulfillment experience has permanently changed to a variable experience, which in turn transforms all value-creation and –extraction activities before, during, and after the sale.  \n4. All retail sales growth is shifting from brick-and-mortar stores to digital, data-enriched channels.  \n5. First-party data relationships are important not for their marketing value independent of other functions, but because they fuel all significant functions of the enterprise, including product development, customer value analysis, and pricing.  \n6. An arms race for first-party data is influencing strategy, investment, and marketing strategies among major incumbent brands across all categories.  \nenduring shift in the consumer economy  \nthe 21st century brand economy  \n01 . brand growth  \nin crisis  \nthe indirect brand economy, 1879-2010  \nfinance sourcing manufacturing logistics distribution integration  \nbrand  \npublisher  \nadvertising agency  \nconsumer  \nretailer  \nhistorically, supply chain dominance = market dominance  \nFirst mover advantage?  \n\n| Brand | ‘23 | ‘83 | Brand | ‘23 | ‘83 |\n| --- | --- | --- | --- | --- | --- |\n| Swift’s Premium Bacon | 1 | 1 | Sherwin-Williams Paint | 1 | 1 |\n| Kellogg’s Corn Flakes | 1 | 3 | Hammermill Paper | 1 | 1 |\n| Eastman Kodak Cameras | 1 | 1 | Prince Albert Pipe Tobacco | 1 | 1 |\n| Del Monte Canned Fruit | 1 | 1 | Gilette Razors | 1 | 1 |\n| Hershey’s Chocolates | 1 | 2 | Singer Sewing Machines | 1 | 1 |\n| Crisco Shortening | 1 | 2 | Manhattan Shirts | 1 | 5 |\n| Carnation Canned Milk | 1 | 1 | Coca-Cola Soft Drinks | 1 | 1 |\n| Wrigley Chewing Gum | 1 | 1 | Campbell’s Soup | 1 | 1 |\n| Nabisco Biscuits | 1 | 1 | Ivory Soap | 1 | 1 |\n| Eveready Batteries | 1 | 1 | Lipton Tea | 1 | 1 |\n| Golden Medal Flour | 1 | 1 | Goodyear Tires | 1 | 1 |\n| LifeSavers Mint Candies | 1 | 1 | Palmolive Soap | 1 | 2 |\n| Colgate Toothpaste | 1 | 2 |  |  |  |\n\nSource: (1983),“Study: Majority of 25 Leaders in 1923 Still on Top,” Advertising Age, P.32.  \ngrowth slowing or stopping in much of the U.S. consumer economy  \nFortune 500 – Growth rate by sector  \nWeighted revenue growth by sector (2014-16)  \n\n| Rank | Sector | Number of companies | Weighted growth |\n| --- | --- | --- | --- |\n| 1 | Healthcare | 45 | 12.6% |\n| 2 | Technology | 47 | 6.3% |\n| 3 | Food & Drug Stores | 10 | 3.2% |\n| 4 | Retail | 45 | 2.1% |\n| 5 | Telecommunications | 11 | 2.0% |\n| 6 | Transportation | 19 | 1.8% |\n| 7 | Financial Services | 78 | 1.1% |\n| 8 | Business Services | 19 | 0.5% |\n| 9 | Defense & Aerospace | 12 | 0.4% |\n| 10 | Engineering & Construction | 12 | 0.4% |\n| 11 | Apparel | 5 | 0.3% |\n| 12 | Automotives | 17 | 0.2% |\n| 13 | Media | 11 | 0.0% |\n| 14 | Restaurants and Leisure | 11 | -0.1% |\n| 15 | Household Products | 15 | -0.3% |\n| 16 | Materials | 20 | -0.6% |\n| 17 | Chemicals | 14 | -0.8% |\n| 18 | Industrials | 15 | -1.2% |\n| 19 | Food, Beverages and Tobacco | 29 | -1.4% |\n| 20 | Energy | 64 | -19.0% |\n\nSource: [https://www.zerohedge.com/news/2017-04-05/fortune-5","cbCair651sVpY2aJ","https://ap.wps.com/l/cbCair651sVpY2aJ","pdf",11030525,180,"English","# Brand growth in crisis\n## The indirect brand economy, 1879-2010\n## Growth slowing or stopping in the U.S. consumer economy\n## Fortune 500 – Growth rate by sector\n## The old CPG machine is sputtering\n## U.S. CPG in-store retail sales by store type\n## Facing severe profit pressures","[{\"question\":\"What major economic shift is described as moving the center of growth in the U.S. consumer economy?\",\"answer\":\"Permanent changes in industry supply chains are shifting the center of growth, favoring firms using low-barrier-to-entry and capital-flexible supply structures.\"},{\"question\":\"How does retail fulfillment change according to the key takeaways?\",\"answer\":\"The singular retail fulfillment experience becomes a variable experience, which transforms value-creation and value-extraction activities before, during, and after the sale.\"},{\"question\":\"Why are first-party data relationships emphasized beyond marketing?\",\"answer\":\"They are important because they fuel significant enterprise functions such as product development, customer value analysis, and pricing, supporting broader strategic capabilities.\"}]","The 21st Century Brand Economy - Brand Growth in Crisis | PDF",454]