What does Zwanka mean when he writes "Only retailers and consumer goods companies that clearly understand their brand will survive the next retail evolution."?

Retailers need to understand their brand message and communicate that message clearly.

Retailers need to understand the plethora of brand touchpoints and ensure they are delivering the right message across all of the various touchpoints.

Retailers need to continuously and consistently focus on ensuring they are delivering on quality and their brand message.

All of the above ideas are encompassed in the sentence "Only retailers and consumer goods companies that clearly understand their brand will survive the next retail evolution."