Prodrive's Brand& helps develop some of the potential in a vehicle manufacturer's brand and distribution by creating carefully-positioned non-automotive ranges (mainly clothing and lifestyle accessories) and the retailing support that make them successful. To find out more, Matthew Beecham talked with Carl Ball, managing director of Brand& about its expertise and how social media is changing the ways in which dealers and OEMs should engage with their customers and potential customers, making cross-channel communications more cost-effective as long as it is cunningly implemented.