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Purpose-The value of branding as an effective part of a company's marketing strategy is changing as the needs of the consumer has changed. The purpose of this paper is to identify these changes and to prescribe specific modifications that should be made to the brand and its implementation. Design/methodology/approach-To better understand the evolving consumer a anthropological approach was employed. A variety of recent studies were considered and it was determined that today's consumer has three prominent needs: knowledge, authenticity, and personal experiences. The paper posits that creating positive experiences, via knowledge and authenticity, represents the next evolutionary phase of brand success. Findings-Based on this new perspective on branding, the paper offers the following recommendations to brand managers and CMOs: discern the nature of the relationship customers want with the brand; position brand managers as spiritual leaders; speak to the end-user through experiences and metaphors; create a master narrative that reflects the company's core value and is operationalized through the brand; apply the paradox of transparency; build your brand from the inside out, by encouraging employees to be advocates; and examine your current and desired brand personality. Practical implications-The recommendations and examples of implementation offer the brand manager a roadmap to success. Although these changes would require the support of top management, the benefits are apparent. Originality/value-It is critical that brand managers both understand and embrace the changes that are occurring within the consumer sector of society. More importantly, these managers must develop strategic and sound principles and practices that respond to these changes. This paper identifies these changes and offers solutions.

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Using input from the public, a new type of vehicle emissions information system has been developed which utilizes an innovative variable message sign to display individual vehicle emissions information to passing drivers. Called the Smart Sign, the system merged highway messaging and on-road vehicle emissions sensing into a costeffective public information system. The Smart Sign used a combination of words, colors, and graphics to connect with its audience. During its operational test period the system proved to be a viable technical concept which can be operated dependably and safely in even high traffic areas (in excess of 1000 vehicles per hour). The system was subjected to a wide range of operating conditions including weather extremes (-20 to 100 °F, heavy rain, hail, snow) and between May 16, 1996 to May 15, 1997 recorded unattended emissions information of more than 3 million readings from an estimated 250 000 individuals. The ability to operate the system without constant human supervision has created a cost-effective messaging system capable of delivering real-time vehicle emissions information for a long term estimated cost of $60 000/yr or about $0.02 per test and demonstrated the potential for intelligent highways of the future to detect gross polluting vehicles. Using information from a companion license plate reading system a sample of 474 motorists (14% poor, 43% fair, and 43% good) were interviewed by telephone. Seventy-six percent of the weighted population had a favorable impression (5% unfavorable) of the Smart Sign with the majority (61%) expressing its informative nature as the main reason. Eight percent of the total sample planned to do something in response to the sign. Respondents in the "POOR" stratum (31%) were almost twice as likely to respond to the system as those in the "FAIR" stratum (16%) and five times as likely as those in the "GOOD" stratum (6%). Sixteen percent of the poor's (1.6% of the overall fleet) reported to have already taken corrective action as a result of the Smart Sign. This produces an estimate that more than 4000 voluntary repairs were made as a result of Smart Sign readings during the year.

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