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Presents an interview with BDDP Group Chairman Jean-Marie Dru. Mr. Dru believes that although the number of brands on the market has increased 10 times in recent years, brands remain one of the company''s most valuable assets. What has changed is how you manage a brand. Customers come to an individual brand because of what that brand knows, much more than its name or the specific product benefits. Brands should constantly change to keep in touch with their customers'' needs, through a process Mr. Dru calls "disruption," where the conventions about a brand, whether held by customers, the company, or any other actors in the marketing mix, are identified and challenged by creating out-of-the-box ideas. The goal is to identify and demonstrate how a brand will enhance your customers'' experience as it relates to your product or service. In using the World Wide Web in promotion, a successful brand must create a culture or community, and a knowledge base about a particular topic, related to one''s product. The brand will become the channel that customers come to for this particular knowledge, experience, and need.