Dush speaks with author Nicole Ertas on today's show. Throughout her career as a leading brand strategist for Jim Beam, Wrigley, Johnson Johnson, General Mills, Kraft, Nestle, etc.,she realized there are four new types of consumers that are making or breaking businesses today. The new consumers require brands to connect with them in authentic and genuine ways but many large, established brands are not recognizing this. Dush and Nicole try to answer the question, are household name brands in serious danger of becoming irrelevant? Nicole Ertas explains why no-name brands are on the rise while the giants of the industry are falling victim to modern technology.