The document discusses the need for real-time brand management in the digital age. Traditional brand management is too slow and separated across different functions, which does not work for issues that emerge online. The new real-time brand manager must constantly listen across digital channels, quickly separate important issues from unimportant ones, integrate customer service and marketing, focus first on customer service and then outbound marketing, actively intervene when needed, find the right technology and people to help, make all digital efforts work as one coordinated strategy, understand it requires significant resources, see the strategy as cultivating relationships in real-time rather than customer relationship management, and understand the job may require working around the clock.