10 BRANDApTATIoN IN ThE TwENTy-fIRST cENTURy margaux genin and Jeremy diPaolo the innovation of technology has progressed at blinding speeds in recent years-- the cellular phone has become the smart phone, and the desktop became the laptop became the tablet capable of connecting us anywhere, anytime--and it's only getting faster. In an era where the instant and open sharing of informa- tion is commonplace for almost everyone in the world--on platforms ranging from cell phones to Facebook, Posterous, Tumblr, and Twitter-- brands are contending with new challenges. The modern brand is not simply a logo, a product, or a promise, but the collective whole of the percep- tions, emotions, and projections that people place upon these elements, and the organization from which they originate.