The algebra of business is simple: companies connect with customers, and customers connect with brands. The brand is everything in today?s digital world; and brand loyalty is a recurring business. It used to be a one-way street. No longer. Now with the emergence of social media, customers are deeply engaged with products and services across the entire digital space and they have begun to feel the brand need and are demanding greater interaction with it. They?ve come to expect brands to engage and respond to them at all times and from everywhere. The best companies today understand that brand engagement and positive experiences creates brand loyalty and drives the bottom line.