Brand managers have become the central players in the business of branding. They almost always work inside the company’s marketing department, but branding goes far beyond the marketing team; brand managers influence, orchestrate, and coach their colleagues right across the organization. ‘The branding business’ looks at the different aspects of the branding business from brand management and brand leadership to the science and creativity behind branding. It considers whether organizations are brand-led or not, and how companies often bring in experts to successfully build their brands. It then looks at the big four media agencies—Interpublic, Omnicom, Publicis, and WPP—that now dominate the industry.