Branding is one of the top concerns of CEOs and CMOs, and smart firms are investing as much as ever on branding initiatives — even online. For instance, back in August, eMarketer reported that in the digital area alone, U.S. advertisers will spend approximately “$17.46 billion on branding, or 41.6% of total digital spend. By 2017, [the online] branding spend is expected to grow to $29.33 billion, or a 48.5% share.”