During my vacation I had some great discussions about social media with my Scandinavian guests. One question was: How do we see branding in 10 years? I do not know much about branding but change is already taking place. Companies cannot control their brand or the perception of their brand without understanding the premises of social networking and collaboration. As Garrett Graff writes in the syllabus to our class: “The arrival of the digital age is causing incredible turmoil and change across all peoples and all industries in a very short length of time.” In other words this is not just a matter of waiting for the Net Gen to grow up and gain power. Just look at the presidential election. I know it is too early to conclude that Obama’s way of campaigning will bring him all the way to the White House. But his method has proven that politicians can engage voters – also as donors – that have been neglected in the “old campaign model”. And that is not only happening in politics!