You’re treating business, brand, and marketing as separate disciplines. But in reality, they are three expressions of one idea: how a company creates and captures value for owners, employees, and customers alike. PROLOGUE I sat dejected in my car after a gruelling 4.5-hour presentation to the CEO of one of the largest public-listed companies in Malaysia. Every single page of the presentation was picked apart, recommendation challenged, word choice scrutinized. The deafening s