It takes a hybrid kind of person to create and nurture brand stories in a digital environment. Hybrid is one of Robin’s favorite words. She says it’s the best of what you’ve learned integrated with a new way of expressing it in a digital world. Robin works with creatives, brand planners and UX specialists to make sure the brand voice is never lost. Sometimes, there’s an entire site to tell the brand story, other times there’s a tiny mobile ad or an Instagram post. Either way, you want her to vigilantly watch over your language palette, your tonality and even weigh in on the images that represent your brand. “Tending brands is more difficult than ever, knowing one disgruntled tweet can disparage years of careful branding.”