Instead, brands and their DPP providers will be responsible for managing their data. The abrupt shifts have raised the question of whether DPP requirements might similarly soften. But the uncertain environment means brands need to keep an eye on the situation. Brands need to work on standardising how they gather and organise data, including upstream with suppliers. ”3) Start with the physical–digital link — then enrich data over timeSeveral providers emphasised that brands do not need perfect data to begin.