Surely there will always be need for beautiful brand marketing that aligns product or service with consumer loyalty. It is not going away. However, with the economy in its present state, never before has the emphasis on ROI been more important, and with the tracking tools now available to us using digital platforms, traditional advertising is facing a headwind. The storm of change blowing in is controlled by the new digital consumer. While tolerant of advertising that entertains, their bottom line is, “Get to the point and get out of my way.” This is all part of the paradigm shift that Seventh Point has embraced, retooled and built toward.