Today brands are one of the most precious corporate assets that exist, and also an important business tool. The priorities for brand management can be summarized with three I’s: “immersion” in both physical and digital reality; “integration” of channels, devices, platforms, and sources of value; “impact” that is not only economic, but also ethical and social. Those priorities correspond to different opportunities of development through some brand drivers: immersion in real and virtual channels; use of big data, artificial intelligence, and machine learning; use of Web2 and Web3, the Metaverse and NFTs; and creation of economic value and a broader social and environmental function linked to brand purpose.