Book excerpt: Beginning with the Age of We in the 1950s and moving to the Age of Me to todaythe Age of Ithis book examines how polarization and anger has changed how companies must manage their brands. Larry Light and Joan Kiddon, the leaders of Arcature LLC, consultants in brand management, examine societal changes and global, local, and personal forces through the lens of marketers. They explain how to: leverage paradox promises into brand-focused strategies and actions that create a pathway to profitability; create extraordinary brand experiences for individuals and communities; and build strong brands in a world of contradictory needs and benefits. In todays world, people want their individuality to be recognized, but they also want to belong to a group that shares their distinctiveness. People want to be independent and interconnected, which is the underlying paradox affecting how we make decisions today. Navigate how to satisfy conflicting needs, and look beyond single-minded solutions with the insights and guidance in The Paradox Planet.