All brands are on the rat race to catch the eye balls and gain mind space to remain relevant and stay on top.On the one hand consumers are increasingly becoming more are more demanding with wide range of brands to choose from .On the other hand attention span is getting reduced due to clutter and chaos created on the information over loaded communication landscape. I believe that an Art director has a significant role play in this scenario.He needs to get ecuipped with latest concepts and technicues,leveraging the latest technology for creating all branding identity signals to connect with the consumers and engage with them in a meaningful manner from the branding building perspective.