This document discusses building a brand and generating demand. It provides examples of how focusing marketing strategies on brand and demand can help companies achieve their goals. Specific case studies are presented on how focusing on account-based marketing, expanding positioning, and hosting events like FutureComms helped SocialChorus and another company grow in measurable ways like new accounts, revenue, and event attendance. The document concludes with recommendations to stay positive, focused on goals and metrics, engage employees, and not overextend or make assumptions in marketing strategies.