Let’s be honest. The commonly accepted definition of a brand has outlived its usefulness. For one, consumers have never been so attuned to a company’s values. Which means if your actions don't match your messaging – or you’re not living up to who you say you are – people probably aren't buying it.

Add to that a virtual explosion of new ways to engage and interact with people and you get a scenario where the target is moving and everything we have to shoot at it is transforming continuously.

In other words, it's time to reconsider our entire approach to branding. Because it's not about creating an image or putting a face on a company anymore. It's about holding a mirror up to it. These days, building brands means building relationships. It's about inspiring communities. So honesty matters. More than ever.

Here at The Idea Cooperative, we're big believers in the concept that truth sells. So, on the following pages, over the next few months, we'll be considering the opportunities inherent in this entirely new perspective on brand building. We hope you'll join us.