What you refer to as branding are really about two things, product/service innovation and selling. Creating a need is about innovation, no matter how small. No one wanted a CD until it was introduced. No one wanted a smart phone until Apple invented one. The second part of “creating a need” is just straight up advertising, regardless of medium (mobile, print, TV, etc.). It’s not exactly creating just a need, but to need “their” brand. Most of what you are addressing in your reply is really centered around advertising, which as you know, has it’s own sub-set of demographics. What I am discussing in this blog is the use of technology. Advertising on any particular technology is a discussion for separate blog. About your comments concerning generation divides. You are correct that each use, or doesn’t use, technology differently. This is why most brands are still searching their way through this maze. Because it is still such a young industry and is changing every quarter, most everyone is experimenting and seeing what works and doesn’t work. Even the younger generation is still evolving in their use of tech.

Is there a huge untapped market in generation appropriate apps? Sure. The challenge is, it’s a constantly moving target. Ultimately, what many people forget are the basics. Technology is a tool, not a strategy or a market. We still market to people and the best brands go where their customers hang out at. If your customers are looking at magazines, then be there. If your customers are playing games on their phones, then be there, too.

Thank you for your insightful comments.