As the world of marketing and branding transforms rapidly with the advent of AI, big data, digital, web3 and machine learning, there are questions aplenty in the minds of not just marketers and brand custodians but even the owners and senior management of companies and organisations worldwide on how to navigate it effectively and extract continued value for their businesses. It’s my ardent belief that the old rules of branding are not going anywhere and the use of platforms or tools in these newer areas are more means to the end. With the real differentiator lying in developing powerful narratives, crafting stories that emotionally connect with the TG around those narratives, and using the above as a way to amplify and personalise the reach and messaging. Brands are the X factor and with “XP’ you can be assured of surging ahead in this complex and fast evolving world.