Editor's Letter: Facing the Future at Brandweek

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If you really stop to think about it, the relationship between brands and consumers is changing at mind-boggling speed and with myriad complexities. At every turn consumers are adopting technology, software, platforms and even philosophies that inexorably transcend the traditional relationship between seller and buyer.

A senior marketing exec in the technology sector who I interviewed last week succinctly summed up this dynamic shift when I asked him what brand marketers—at their own peril—are underestimating about modern consumers.



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This story first appeared in the September 3, 2018, issue of Adweek magazine. Click here to subscribe.