Ritu Trivedi, Managing Partner at Mindshare, explains how she sees the role of brands in the digital world. While things are changing fast, consumers expectations are as well. She explains that consumers are used to having anything, anytime, everywhere. So to stay in the game and be top-of-mind, brands have to come up with a strategy to be wherever, whenever. If they're not, she reminds us, someone else will be—and that's the real zero moment of truth for marketers.