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In the U.S., search engines are king. That is because everyone already knows what they are looking for. Brands have been around for a long time.

As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.

Much of the lifeblood of blogs is search engines - more than half the traffic for most blogs.

If you take a print magazine with a million person circulation, and a blog with a devout readership of 1 million, for the purpose of selling anything that can be sold online, the blog is infinitely more powerful, because it's only a click away.

The creative destruction that social media is currently unleashing will change more than technology or the leader board of the Fortune 100. It is driving a qualitative shift in the nature of relationships between brands and their customers.

Bloggers create kind of a popularity. But they are not the experts, and we have to understand that.

Consumers value their personal time and are loyal to those companies that make their lives more productive. Brands gaining some of the biggest successes in social media are engaging with millions of consumers through value exchange.

By far, the most determining factor of any brand is the product or the service the company produces. Branding companies have very rarely any significant influence on that, but it is, of course, in their interest to amplify their importance.

In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.

Every brand has something on the Internet, whether it's video or doing something on social media. It's just another form that brands are starting to realize they have to be a part of.