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Branding was THE buzzword for business magazines and THE saving grace for mediocre marketing for many years. Not anymore. The column inches that the brand used to get are now dominated by digital.

The mediocrity of the majority of brand-building work is out in the open due to social media. Everyone has an opinion. Everything is challenged and changed. The old rules of focused brand building, long-term strategic thinking, and end-to-end control of messaging seem outdated. The digital world wants everything agile, tactical, uncontrolled.

With such a new world order, slowly the doubt started to creep in – is brand still the omnipotent force that it used to be? Is brand at all relevant or is it like an outdated patriarch that is slowly losing its grip on reality as the digital mindset is ushered in?

That lingering doubt is what this book is addressing.

This book is trying to reach a generation of young executives who are conversed in how to create a paid campaign in social media without understanding how they are trying to build a brand through that campaign. We need to learn both.

Magic happens when brand world collides into digital world.