By: Erik Hauser

It all used to be so cut and dry. Brand Managers ruled the roost and did so by using standardized formulas and formats on traditional medias that have been tried and tested for years – peace descended upon the land – all was beautifu

- ENTER – Disruptive Technologies – :)

Then, one day, came the accelerated proliferation of new technologies and new medias that made old technology and measuring standards of media obsolete overnight – ruh roh raggie:). No more eyeballs to simply measure? New tactics on new medias outpacing measuring sticks 100 to 1. Of course, All of this easily started changing media consumption behaviors. Media consumption is now changing minute-by-minute as new applications arrive on the scene - when will this rapid change of pace ever stop?

The honest answer is never! This isn’t a normal generational divide like,” when I was a kid” difference in a generation gap. This is equivalent of coming out of the technological darkness into the biggest brightest shiniest technological light that will ever be seen – praise Al Gore. No more keg party to keg party analysis or uses for frames of references anymore – this is a whole new ball game.

I have had the absolute pleasure of speaking to several groups around the world that want me to speak on a myriad of subject matter. They usually they find me via the EMF. In any case, the most fascinating thing started happening. The flavor of the speaking requests went from changing about once a year to minute-by-minute. Honestly, it was hilarious at first. It all started happening so quickly that by the time I got done putting together the presentation I was able to wrap it all up and seal it with a kiss

And by KISS – yes – I mean it both ways – figuratively and literally. Lots of people consider themselves on the technology curve or trailing the curve – while others are far ahead of the curve. Honestly, if I am looking at anyone through the lens as if you’re my intended audience, It doesn’t really matter to me if you see yourself as a self proclaimed futurist or a person that’s the last one to the party. At points in the day, regardless of what we’re doing – surfing the web, going for a run or tweeting – you’ll have a positive experience with my client – huh?

There are going to be those moments when your own, personal, consumer journey is going to intersect with my clients’ positive brand experience(s). How can I say this with total confidence? By getting back to basics, applying the KISS principle and spending my clients money building creative, positive brand experiences where their intended audience spends their time.

Yes – One Simple Sentence solves it – Spend your money where your audience spends their time – Your intended audience is going to consume your brand experience(s) on their terms, but always have a “strategic brown bag” option for them that affords them the opportunity to consume your experience on their terms. OK it’s slightly more complex, but that’s as close as I can get to typing away the special sauce;)

It gets complex when mapping the experience so when one breaks out mechanics of the experience mapping charts – you know. But, that’s the root of the one philosophical approach that I use in understanding the “new simple” of what it now means to even being human – being human ain’t what it used to be – ever think about it? Yeah…ain’t that something – a total head trip?

Remember when we used to spin our fingers on that thing they used to call a phone.

Welcome to 4G – Humans!