Brand Purpose is the flavour of the season and we ask a few questions in the article on the topic. The digital marketplace is fast moving and ever so dynamic. We talk about developing a Brand Identity in such an ecosystem.Psychology and marketing are intrinsically intertwined. That being the case, we make a study on the power of nudges to change people’s minds. Metaverse is gaining steam and importance and can no longer be dismissed as just a new kid on the block. We take a deep dive into what brands need to know about metaverse. We open up a debate between Brand Fatigue and Brand Consistency and conclude that it takes two to tango.