The cover theme of the December issue is ‘Whos your brand custodian The CEO, the employees, or the customers’ Harish Bhat, Brand Custodian, Tata Sons and Lakshmipathy Bhat, Vice President - Marketing Communications, Robosoft Technologies give detailed insights on whom the ownership and custodianship of a brand lie on, and how the concerned stakeholders can nurture the brand so that it not just brings profits but also creates value for everyone. Shubhranshu Singh, Global Head of Brand and Marketing, Royal Enfield opines that marketing has to change its traditional ways, as it is set to shape the future course of our world.