This issue of BrandKnew we encourage an approach to digital transformation with a marketing mindset. If agile is the go to, we converse about the six prerequisites that are needed for a responsive brand. We also take a look at the prevailing consumer sentiment as Covid 19 completes more than a year of pulversing the world. We wear a magnifying lens to look at how advertising will look in 2030 after the carnage it faced in 2020. CLTV(Customer Lifetime Value) gets a revisit in this edition and the hard truths get bared. We ask brand owners and brand guardians if they are mastering AI– otherwise AI will master them.