Abstract: Brands come to life in people's minds. However they have become very self-centered, more concerned with building their own personas than with understanding people. I believe that brands should adapt to people's individual personalities as opposed to having a single brand personality that appeals to everyone. To do so, brands must become shape shifters, presenting the right facets of themselves to each person without losing themselves in the process. The convergence of psychology, data and media addressability is making it possible to let go of the constraints of the past and turn brands into emotionally intelligent master communicators.