Ever hear the joke, "Well, enough about me, what do you think of me?"

Today's advertising must be all about me, or rather, you. The spotlight has shifted from product features and benefits to consumer-driven marketing, what you like, what you do, your lifestyle. Feeling unsure? Be yourself. Madonna's unapologetic lyrics, "Express yourself." Burger King re-introduced this 1974 slogan after a 30 year hiatus, "Have it your way."

Freedom and individualism are front and center. Companies no longer dictate to the consumer how they should perceive a brand; now it's the other way around. A great example of personalized branding in action—Timberland® has a build-your-own online custom boot application. You can monogram your boots and create a one-of-a-kind design, just for you.

The new emphasis in the Me-llenium is, "What do I get out of it, what's in it for me?" Connecting to the consumer on a personal level is paramount. Concept knows how to reach into the consumer experience and generate demand for your product or service with interactive marketing campaigns that give your customer a sense of ownership in the brand – building brand loyalty and repeat sales.