In the beginning there were products, made and consumed locally. As the nation grew, products slowly become national in scope. The Sears Catalog is an example of this pre-branding world. After World War II, a relatively homogenous nation saw, and contributed to the growth of, mass media and its newborn, brands. In this "Branding 1.0" world consumers equated the brand with the ad or the logo. P&G and its consumer package goods compatriots exemplified this model. It took two generations for best practice marketers to begin embracing Branding 2.0, where brands staked their claims to relevant differentiation by consistently communicating across touchpoints and by ensuring that operations supported the promise. Southwest is a great example of a brand that "got it". But before the majority of U.S. companies had a chance to join elite brands in adopting 2.0 branding practices, the social media revolution made 2.0 irrelevant. In this radically changed marketplace influenced by social media, branding has to include touchpoints, operations, and products. The definition of how to build a strong brand has widened. Brands, in other words, are more important than ever. 
