Beyond Advertising. Hays Catharine Findiesen

her hands. She can make or break our reputation with a keystroke.

      She's not only involved in driving the perception of our companies, but also in creating our goods and services.

      Sounds scary? Not really. But we have to rethink ourselves. We're now service providers in the new service society.

      But if we didn't learn to treat our customers this way, it would've been game over!

      Brands were always about trust. Well, now we have the wherewithal and motivation to truly walk that talk. To interpret, align, advise, educate, service, and inspire. And provide unified services and solutions for all of our customers (2012).

      How else are all of these forces converging and interacting? Advances in technology and the power of mobile devices coupled with continuously emerging and evolving social media platforms have empowered people to gain a far more equal status with the companies and organizations who promote and deliver (or not) products and services and who take clear responsibility (or not) for their societal impact. And yet this empowering technology sparks skepticism in this same individual: how is all this private data captured from my mobile device and my online activity being used and safeguarded (or not)? This caution, in turn, has yielded demands and standards of technology.