What is a 21st century brand?

s:1074:"The Institute of Practitioners in Advertising's (IPA) Excellence Diploma is a rigorous twelve-month program designed by the IPA-the professional body for advertising, media, and marketing communications agencies in the UK-for practitioners fascinated by brands. It is their most prestigious qualification and is known as the MBA of brands. The culmination of the course is a 5,000-7,000 word essay that focuses on the future of brands and brand communications. These pieces are marked and edited by a panel of industry experts, who judge on original points of view, application, clarity and presentation, and referenced support of argument. What is a Brand? is not just a collection of the best essays from the last ten years (since the beginning of the program), it also allows the authors to come back and analyze and comment on their original thesis in light of what they know now. The subjects range from implicit communication to coaching to big data and the list of contributors are from the best advertising agencies such as Saatchi and Saatchi and Ogilvy and Mather.";