The traditional marketing metaphor of a campaign, a battle for attention with a clear launch date and endpoint, doesnt work anymore in an always on, ever-evolving world. Today, building brand awareness is in the hands of consumers more than marketers. And ROI is no longer the only (or correct) way to determine market spend and quantify results. Instead, this book sets forth a refreshingly different conceptReturn On Brand Equity and Business Equity, or ROE2. It shows readers how to make a real and powerful connection with customers by creating atomic moments of truththe opportunities to create meaningful experiences with customers that deeply engage and ultimately deliver brand and business equity. The book explains a process for creating atomic moments of truth that is continuous, measurable, and repeatable. The result is long term business and brand growth.