Whether your business is B2B or B2C, brands are playing a fundamentally different role today and engagement is the name of the game. This means your brand needs to adapt to communicate in different ways which is not without its challenges. Many companies are suffering split personality disorder between the engagement and programs they roll out and a brand that does not necessarily support the new communications world. Does your brand have an authentic personality? In this session Michelle will explore the changing role of branding, share how to assess whether your brand has true personality, highlight pitfalls to avoid in your awareness and demand gen activities and provide practical strategies for greater success.