Technology

Increasingly technology touches our lives, and as it integrates itself into the fabric of our lives, we become not only more dependent on it but more welcoming. What was once perceived as an intrusion gets an invitation. Products like Apple's iPod and iPhone have exceeded consumer expectations (a rare accomplishment), and even Nintendo's Wii Fit is a game-changer.

We are a world that wants to be connected (Youtube, blogs, IMs, etc.) without wires. We want the freedom to be connected to everyone and everything that's important to us, whether we are at work, at home or at play. We are a world in perpetual motion. Our time is more valuable than ever. With all the technology at our fingertips, perhaps we have become the ultimate remote controls. There will be little tolerance of devices that do not interconnect or products that keep consumers tethered.

This is much more than just a change in media preference. It's also more than connecting with consumers using new technology. These advances in technology are changing how consumers think and behave. The challenge for businesses and their brands will be to quickly grasp this new dynamic to figure out how brands successfully play in this new arena.

It will mean that brands evolve in new ways and evolve more quickly than they ever have before. The new question for brand marketers may be "How do I make my brand more flexible while not losing its point of differentiation and authenticity?"