I think anything we think or do that can be considered valuable information or useful storytelling will ultimately find its way to the consumer through any number of information appliances. For me, broadband is this wide open future not linked to a particular technology or delivery system. Products are much more important than brands. Product benefits are much more important than the technology that enables them. Branding is important, but it's not as important as the products that are being marketed.
Products are very much more important than brands.
Great products have and always will become great brands themselves, and great brands can never compensate for mediocre products. There is no understanding at the consumer level, so the challenge is to decide what the products that are delivered via broadband technology are. Marketers will then need to translate those product features and benefits in a way that makes sense to consumers because consumers don't care how content streams are getting to them.