People don't care about brands, people care about their lives and social ties.
It means we have to focus more on how to create a value for people, make their life easier, more meanigful. It means we need to shift away from just only focusing on what we should say as a brand.
People don't care what we have to say. They just want their problems solved.
Brands need to become meaningful and "enhance the well-being of individuals, communities and the environment, making people and society flourish."
Simple. Requires less bullshit and more great shit.