2The rise of branding has produced more questions than answers. Here are some answers. In a collection of 44 essays, written over the course of three years, Brand Strategists Emily Soccorsy and Justin Foster share their bold ideas on how to brand in a new world. Rooted in timeless principles, brain science and a spirit of individuality, Soccorsy and Foster forge a brand new path to branding that challenges stale leadership practices, fear-based marketing and other bad habits brands have accumulated over the last century. Together, they share their ideas and the application of an emerging concept, intrinsic branding, which starts with first looking inward, discovering core beliefs and sharing this inner work with the market.