A practical guide to building a modern brand that can effectively engage a younger, digital-native Gen Z audience by staying authentic, engaging communities, and adapting to cultural trends.

From Nike to Netflix, Duford uses real world case studies from some of the most well-known brands today to illustrate key branding concepts and break down both successful and unsuccessful marketing approaches.

Each chapter contains actionable frameworks to construct a successful brand strategy, including a diagnostic tool to assess your brand's situation, a step-by-step decision matrix, and a branding implementation roadmap.

Marketing leaders and brand builders will come away with the confidence to abandon traditional approaches and instead embrace the transparency, strategic rule-breaking, and community co-creation that better speaks to a new generation.