During this event HBG will be demystified in one day and practical cases will be shared. Many brand owners and consultancies adopted the ‘new laws of marketing’ of the record selling book “How Brands Grow – What Marketers Don’t Know”. In this book these ‘laws’ are substantiated with practical examples and data tables. The question of course is: are these examples and data real evidence, or do we miss other evidence which may shed a new light on marketing practice. In short: ,,What is true and what is fake?”.