The New Era Of Brand: Data, AI & Consumer Control Branding Strategy Insider

Five years ago, hot on the heels of some significant global rebranding work and regional talent branding successes, I wrote a book titled "Brand and Talent." While it was certainly not the only book that advocated a total purpose-driven, integrated approach to strategic management of brand, business and human capital, it focused on a number of trends that have since become mainstream. "Brand and Talent" suggested seven new and disruptive (at the time) principles: They should not each live independently in marketing, business and HR. But at the time "Brand and Talent" was published, "employer branding" was all the rage and organizations were falling over themselves to create stand-alone employer brands. Unfortunately, for many organizations their new employer brand was often at odds with, or poorly connected to, their parent brand.