The author compellingly and vividly illustrates what brands must pay attention to in order to avoid falling into the trap of indifference in the future, which could lead to a loss of trust and significance. After decades of brand euphoria, a world without brands seems hardly imaginable. However, that does not mean it is impossible. The book addresses the question of whether there will still be brands in the future when big data, Industry 4.0, the Internet of Things, ultra-efficient factories, algorithms, and future digital technologies dominate and interpret the world. A strong brand is more than just an attractive label; it is also condensed information and a specified bundle of benefits. It represents values and provides guidance. As a mental and psychological framework for interpretation, the brand creates identity and meaning in the realms of business and consumption.