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‘Brand awareness’ is an excuse used by marketers when they don’t know the value of what they are doing. If they are asked the question ‘how does that social media campaign impact the business?’ and the answer is ‘it’s good for brand awareness’, then it generally means they haven’t got a clue. In a world of artificial intelligence (AI) generated content, deepfake audio and video, and huge levels of fake news, creating trusted brands has never been more important. Most of us don’t sell things online with a credit card payment facility. Most businesses have sales transactions in which the sale takes place somewhere other than our own website. It is therefore very hard to work out what the return on investment (ROI) is for the digital activity we carry out (particularly when we involve social media ). ‘Brand building’ or ‘brand awareness’ are terms that are often used as the objective for work where the true objectives are not clear. This book aims to demystify what brand actually is in a digital world, to show what it is doing for the bottom line, how it can be achieved and, most importantly, how it can be measured and improved. This book will help you to build a robust framework for planning, implementing and measuring the effectiveness of your digital campaigns. This will mean that you are able to develop a measurable digital strategy based on clear objectives.