You may have wondered how the demands on brand management have changed in the digital age – or how brand management in the pre-digital age differs from that in the post-digital age? A very simple, if somewhat simplistic, way of describing the difference is that brands in the pre-digital era were built primarily through advertising = the communication of promises. Today, in the post-digital era, strong brands can only be built and successfully managed through exceptional customer experiences = delivering on that promise. In a world of social media, likes, stars and rankings, it hardly matters how well a brand communicates its promise, but whether it lives up to its promise and consistently delivers on it across all touchpoints – to offer its customers maximum benefit. Sounds easy. But, as we all know, actions are a much harder currency than words!