Meditate on the fact that there are a million brands out there. Some of them dominating, some fighting for survival. It’s a living thriving world where what a brand does next might decide whether it dies or attains nirvana. Because every brand today is under the microscope of social media, a brand needs to be managed expertly to its position in the consumer's mind. With no guarantee that it will continue to hold that position tomorrow. In such a scenario a brand needs what we call Dynamic Brand Management.