Brand Bible

(RAY)

F39 Job:09-26878 Title:RP-Brand Bible

10-C65031 #175 Dtp:204 Page:132

001-297_C65031.indd 132

10/24/11 7:09 PM

BRAND BIBLE132

(Text)

 has

progressed at blinding speeds in recent years—

the cellular phone has become the smart phone,

and the desktop became the laptop became

the tablet capable of connecting us anywhere,

anytime—and it’s only getting faster. In an era

where the instant and open sharing of informa-

tion is commonplace for almost everyone in the

world—on platforms ranging from cell phones

to Facebook, Posterous, Tumblr, and Twitter—

brands are contending with new challenges. The

modern brand is not simply ...