There has always been some science to the high art of brand building: Identify what the brand is supposed to stand for and whom you are trying to reach. Build a strong messaging platform. And target your resources to the right media. That approach is still accurate, yet both the way consumers evaluate brands and the method by which their meaning is disseminated have changed completely. Fortune’s Jennifer Reingold spoke with Jim Stengel, head of branding consultancy the Jim Stengel Co. and former global marketing head at Procter & Gamble, to get some perspective. Read the full interview at Fortune.