Brands have become a ubiquitous entity in our lives. A study in 2007 stated that we are exposed to around 5.000 ads per day. That’s fourteen years ago. Guesses about the number of ads we see in recent days rest between 15.000 and 20.000. In this overly competitive overload on information, and with the attention span of people shrinking, how are brands fighting for survival? In evolution, we say survival of the fittest, but with so many brands, so many options, so little time, and finite resources on this planet, what makes a brand fit for the future?