Where is blockchain technology going – and how can brands prepare?

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

Although there is considerable hype surrounding blockchain technology, it can be difficult for marketers to discern exactly where this tool could have long-term implications for their day-to-day activities.

Rolfe Swinton, director/data assets for North America at research firm GfK, cut through the sound and fury by distilling down the essence of this bright and shiny object, which builds a ledger that is modified in real time – as well as being st