Exponential change in media habits and technology requires different thinking. Conventions not only get in the way, they can spell disaster. Same old thinking applied against new realities is not good enough anymore. However, as much as technology changes, basic human needs do not. A fundamental truth that managers of brands should never waver on. A Howard Gossage quote is probably more relevant today than it was in 1969 – “The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”