New Delhi, April 14 -- "It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness."

In these opening lines of 'A Tale of Two Cities', Charles Dickens emphasizes that transformational times are both full of hope and horror. We are at a similar crossroads in terms of the marketing's evolution.

There are two big realities in the present age. First, brands are struggling to differentiate meaningfully. Technological advancement is forcing commoditization. The only way to create brands is to attach meaning to them. The only way to do so is via access to media.

But, here com...