In this improved branding practices keynote address given by Luke Williams, the potential for using technology to foster innovation and alter traditional notions of marketing is explored.
The speaker explains that even though technologically based companies often take more risks and embark on more cutting edge methods of packaging and marketing their products than other companies it doesn't have to be that way.
Williams describes the way that technology fosters disruptive innovation in that new emerging trends in that industry also tend to develop new ways of selling those products. While technology is important, as the speaker continuously stresses in his improved branding practices keynote, it is not the most important element.
While using technology as a resource is a excellent tool, it is more important to use the advancements made in technology as inspiration for new creative processes.