The growth of digital marketing and social media has ushered in a new era with many distinct trends. These trends portend changes that need to be made in how marketers organize their efforts and deliver value to their customers. The wide variety of communication options and the availability of data to target customers with offerings at the right time and place put marketers in a powerful position to engage with customers. These changes also imply that brands will occupy a different role in consumers’ lives and have an even greater role as cultural symbols.