Will Woods: The Death of the Billion-Dollar Brand

In the Know · Sep 2, 2026 · 28m

Host Patrick Robinson is joined by European Retail Analyst Will Woods to explore “the death of the billion-dollar brand”. They discuss how globalisation, digitalisation and the rise of a middle class helped mega brands dominate, but have now become some of their biggest challenges as consumers move towards more fragmented, niche and targeted products. Will explores the rise of challenger brands, changing consumer demographics, faster product cycles and the growing importance of agility, before revealing how Bernstein put its own research into practice by designing and producing a…