Brands have never been more important than they are today. Consequently, brands are under more pressure than ever before. Age, religion, and geography are boundaries that no longer hold a monopoly over defining communities — brands have risen into that echelon to play the role of uniter.
Brands hold values that connect people emotionally, and they create virtual spaces and real-world places for those people to gather. This presents a unique opportunity for modern brands to live in people's daily lives in unique and meaningful ways. To achieve this, marketers must shift the way they assess brand health.
The gears...