Have a subscription mindset

This year, 29 per cent of the total value of the top 100 brands is in subscriptions. Compare this to 18 per cent in 2009, and you'll see we have a growing trend. These days, it seems, access is more important than ownership.

Brands are winning by offering the most frictionless ways to leverage their products and services based on the personalised needs of their customers. And brands that weren't originally based on subscriptions are changing their business model to incorporate them.