"The Naked Brand" video highlights the shift in the advertising industry where traditional advertising is becoming obsolete and transparency is key. Consumers have lost faith in corporate messages and now turn to social media and peer reviews to find the truth about products and companies. Brands should focus on creating small experiences that get customers to want to come back for more rather than a big branding campaign. Transparency is a necessary aspect of the future of advertising, and companies that build trust by being transparent improve their chances in the ongoing war for our attention. Companies like Unilever, Walmart, and Under Armour have already noticed that using sustainable practices in their business helps to reduce costs and increase revenue. Zappos invests in free shipping, a 24/7 call center, and happy employees which result in repeat customers and word-of-mouth recommendations. The video concludes that by partnering with customers and collaborating with them, brands can make a meaningful impact on the planet.