Never look back, something could be gaining on you. In the past, companies offered goods and services on their own terms, and customers generally bought what was proffered. Well those days are over. With the development of the Internet, and the rapid emergence of new communication technologies, consumers have been given unprecedented power to interact with, and purchase from, the companies of their choice. On their terms.
Marketers can no longer afford pre-conceived notions about specific messages or media.
The old school of brand management isn't the only thing changing. It's all converging, moving toward a single point. McLuhan was only half right. All media are the message. It's not about advertising.