Technology and data are dramatically changing the world of brands. As consumers embrace new devices and technology, the way they engage with brands and - more importantly make choices - is changing like never before, forcing brands to adapt fast. With marketing becoming more inextricably linked to business and measurable results, is the role of the CMO in the boardroom changing? Professionals too are forced to recreate their careers. Clearly, marketers approaching Brand Valuation are doing things differently from marketers chasing the more traditional Brand Value. So what really is the difference in marketing traditional businesses vs new age businesses, say for example FMCG vs e-cCommerce? Reimagining Brands is a series that explores the creative solutions to the raft of challenges that are gnawing at the world of brands due to the impact of technology.