Linguistics is a good way of defining the culture of a brand. The vocabulary used by sports and lifestyle brands - running, fitness, training, motorsports - is all about functionality, whereas the vocabulary of the luxury business - handbags, ready-to-wear - is all about the product.
Sustainable development is a fundamental break that's going to reshuffle the entire deck. There are companies today that are going to dominate in the future simply because they understand that.
