In a world where consumers are demanding more transparency, will the "Brand" illusion we create still be able to sustain the needs and desires of a consumer who wants it on their terms? A brands relevancy in the future will merely be as relevant as the product that facilitates my own relevance as a consumer.

[blip.tv http://blip.tv/play/2RTPxU6Dvx0%5D

John Grant is now well known as a UK based brand sustainability expert.  He holds strong views on the sustainability of brands in an era of greater transparency and accountability. If any one is attending the the upcoming trends conference - Consumer Alchemy ‘08. Hosted by Gfk Roper, - I look forward to a live blog of the event.

I think John may have some startling revelations for brands who do not move the needle in the areas of functional relevancy in years to come.

ON: Brand Longevity via @jpenabickley