With today’s economic turbulence and massive shifts in media consumption, the traditional marketing programs of the past are no longer enough in order to effectively create storybrands. Companies must deploy innovative, practical branding programs to build and solidify their market leadership. :eye-in-speech-bubble: Fact is, perceptions of companies are based on on a combination of their news coverage, Internet keyword search results, online consumer reviews and word-of-mouth opinions. Therefore, a solid branding strategy built on earned media rather than paid advertising isn’t a luxury – it’s an absolute must.