In the early 2000s, Google transformed advertising forever. To most companies, advertising was merely a form of one-way communication—a way to talk at their customers instead of engaging with them in two-way conversations. Today, thanks to advances in communication technologies, customers can talk back to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative collaborative center dedicated to helping select brands get the most out of the web through education, tools, and workshops. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.