Introduction In the 21 st century, we have witnessed enormous changes in technology and media. Technology has acted as a springboard for the media to interact with the large audience. The media has also changed from the traditional means of relaying information and data to the modern methods like the use of social media and the internet. The changes in media have been necessitated by advances in technology. The reason why the media has embraced technology is because of the reliability, dependability, and the cost effectiveness associated with its application. On the other hand, the media has fully embraced technology from all dimensions, starting from marketing to branding. The essay tries to explore the shift from Fordism to post Fordism with the objective of determining how changes in media and technology affect the relationship between brands and consumers. It also looks at the kind of consequences that could arise as a result of this interaction. A brand is a term used in reference to a product, company, or service relative to the customers, investors, and staff, among others (Lury 2004, p.1). A good brand is supposed to display some psychological aspects like attitudes, beliefs, experiences, images, perceptions, thoughts, and feelings. A brand is supposed to create an image or experience which is associated with the picture portrayed or the action perceived by the consumers. Through different media, it is possible to create the required impression associated with the service or product where certain characteristics or qualities are displayed making the brand unique. Changes in technology and its effects on the relationships between a brand and consumers Society has changed from Fordism to post Fordism. Although Fordism was characterized by mass production and mechanization, on the other hand, post Fordism has brought with it technology, information and innovation. Fordism is concerned more with the control of means of production and labor in space and time (Zwick & Knott 2009, p.221). The shift to post-Fordism has enabled society to exploit the capability availed by the emerging technologies. For example, it is possible to exploit electronic surveillance and still keep track of consumers everywhere in order to satisfy the systems of post-Fordism production (Zwick & Knott 2009, p.237). This allows companies to create a brand that closely relates to the demands of the consumer. This claim has been supported by Goss (2003, p.172) who notes that consumers’ details and information can be collected through surveillance and the observed consumer behavior. The paradigm shift in technology and media has accelerated the rate at which brands interact with consumers across the different media channels (Powell 2011, p.1). This interaction has become more intimate because new technology has the capacity to bring about brand image or experience to the consumers’ platform. For example, through such media tools like phones, brands can easily be accessed and evaluated by consumers. One of the causes of post Fordism was the emergence of new technology (Manovich 2000, p.62). Through the use of technology, the lives of consumers have been turned into raw materials (Zwick & Knott 2009, p.227). For instance, all the information concerning consumers can be collected and st