OTR marketing roundtable discusses the importance of brands and co-creating narratives around products and services. A brand is defined as the expectations, memories, and relationships consumers associate with a product or service. Companies must actively manage their brand across social media as conversations form quickly. Getting customers involved in building a brand they are loyal to can generate momentum. The tips discussed focus on knowing your target consumer, standing for something differentiating, and using digital platforms like location-based searches and check-ins to attract new customers.