Brands have been an integral part of human society – since long distance trade emerged roughly 6,000-8,000 years ago in Mesopotamia – and are likely to remain an important part of our society despite, and in some cases because, of dramatic changes like capitalism and modern communications. Particularly, each wave of change in communication technology – newspapers, radio, TV, Internet – has impacted how brands and consumers relate. However, each successive wave of technological change is getting shorter and shorter. The most recent wave of changes – social media and mobile technology – are expected to only last 5 to 10 years, meaning they will be eclipsed sometime between 2015 and 2020. For brands to successful adapt to this new environment, they need to first recognize these changing realities…and fast. Brand Shift: The Future of Brands and Marketing delivers a powerful and persuasive look at how cultural change and accelerating technological advancement will affect brands and marketing in the years ahead. Through a fascinating study of the history of brands and a detailed, cogent analysis of current trends, the authors unveil a compelling forecast of how brand marketers will need to meet the novel demands of branding in the 21st century.