Of the 8 billion people on this planet, more than two-thirds are online. Being online is no longer a process, but a state. This helps explain why we need to dissolve outmoded thinking in offline and online categories. Because we can. Especially at the beginning of an assignment. Instead of asking where to position brand activities, the correct question is how can and should a brand develop. Because brand identity is a strategic instrument that unfolds its greatest potential in an intermedial and interdisciplinary context.