A VBER and VGL that fit for the Consumer Ecosystem Era: Consumers are engaged today in a vastly different brand ecosystem experience. On the other hand, Brands strive to deliver in one seamless environment the necessary elements to meet and exceed consumer expectations, needs, desires and values.
As Brands, our primary goal remains to connect to consumers through these transforming ecosystems, and in an omni-channel world ensure that Brands are able to effectively convey their identity and the quality of their products, while remaining competitive. The future VBER framework should provide the market with a balanced framework that enables Brands to preserve their value and furthermore, to anticipate some of the already visible challenges in terms of concentration in the retail sector overall, especially in the marketplace economy.
