Lubna Nafees is Assistant Professor of marketing at the Walker College of Business, Appalachian State University, USA. She best described in one word as enterprising and has a versatile academic background that includes researching and teaching at B-Schools in Asia, Australia, Europe and North America. Her research appears in several International journals of repute. She has co-authored four books and her case studies appear in WDI Publishing, Ivey Publishing and the Case Centre. She also publishes in popular media like the Business Standard Magazine, CEOWORLD magazine and Hindu Business Line. She teaches papers on Digital Marketing, Integrated Marketing Communications, Brand Management and Cross-Functional Simulation for Leadership. Her research and consulting interests include Branding and Brand Communications; Visual Imagery and Semiotics; digital marketing and management education. Prior to joining Appalachian State University, she worked at IMT Ghaziabad, one of the top ten private B-Schools in India, where, in addition to her research and teaching role, she headed Corporate Communications and Media Relations of Group IMT (IMT Ghaziabad, Nagpur, Dubai, Hyderabad and Centre for Distance Learning). She has also worked as a marketing consultant to companies on their branding and corporate strategies and designed various customized trainings for their marketing teams. These companies are in the Oil and Gas Sector, Tire Industry, Consumer Goods and B2B (business-to-business) sector in India. Currently she is part of the digital marketing team working on a project with the Ministry of Culture, Government of India.