Brands are forging relationships with customers in very different ways than they used to years ago, advances in technology are providing access to diverse technological platforms which are providing brands with

a means of being able to quickly and easily communicate and connect directly with their target audience.  

Consumers previous reaction to traditional forms of media was to tune to it out, though nowadays customers are embracing technology as a means of being able to conduct their own brand research & decide which brand(s) they would like to pursue a relationship with. 

In an article written by Bob Greenberg called Branding in a new Dimension whereby he talks about how to build a brand and a relationship in a Web 2.0 world, he states that due to the digital age, the development of a brands identity is evolving to encapsulate things such as interactive applications & websites, digital advertising and signage as brands identity should no longer be “static, it should be fluid, flexible and nonlinear”.