The most valuable brands of the future are going to be people rather than companies. The shift in that direction is starting to happen right under our noses.
Take the case of Elon Musk. You can’t assess Tesla’s $800 billion market capitalization against any sort of realistic view of its financial prospects. The stock isn’t valued as a business but as an Elon Musk trading card. Elon’s $100 billion–plus fortune is largely tied to his influencer status above and beyond anything else.