Brands and their marketing will change significantly in the Shift Age. A good bit of this change has to do with the fact that the Shift Age is basically coincidental with the beginning of the 21st century. The 20th century was the century of media as we know it. Newspapers reached unprecedented mass, radio reached into the home, movies became mass entertainment, television changed the world, followed by cable television. Finally, in the last decade of the century the Internet brought the century and media as we knew it to a transformative close.
Brands and marketing were completely shaped and driven by this media-centric century, as it was media that allowed marketers to create branding through it. Much of what was, and with a good dose of legacy thinking, still is considered to be definitions of brands and marketing was formed in the last 50 years of the 20th century. However, in the 21st century and now the Shift Age, all of these definitions and axioms are being challenged and destroyed. The Internet has assumed supremacy. It has subsumed much of formerly dominant individual media forms from the last century and instead is becoming their connective tissue. It certainly has fundamentally changed consumer behavior and of course it is to the consumer that brands are marketed.