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#theBlur is first and foremost a convergence phenomenon As we have previously explored, one of the major effects of the convergence that The Blur is imposing is the need to create new partnerships and new open innovation ecosystems where traditional manufacturers will have to start collaborating with brands and manufacturers from non-adjacent industries. We have

Side effects of #theBlur: Brands at risk of extinction by algorithm In our research, ‘Premium Beyond Digital’, we have defined the megatrend of #theBlur, whereby categories, occasions and ultimately our lifestyles, are overlapping and blurring into new concepts. These new constructs tend to be not as actionable as the previous paradigms,