As we approach the 85th anniversary of Neil McElroy's famous brand memo, in which he announced the creation of 'brand men' as a role crucial to understanding who customers are and what it is they really want, we've decided to delve deep into the world of brand to find out how it's changed.

This week on The CMO Show, Mark and JV are joined by Emma Sharley, director at Emma Sharley Consulting and a brand marketer with over 10 years experience around the world.

"Now customers are a lot more empowered in the feedback they're giving, which is really holding brands accountable in terms of what they're doing from a marketing point of view," Emma said. "It's about having that two-way conversation and dialogue on an ongoing basis."