I love the phrase and the sentiment of 'three dimensional consumer-brand interaction' that VandenBosch describes:

You know, the real geniuses out there are the unsung talent at a lot of digital ad agencies. They may go by a variety of titles -- interaction designers, user experience designers, information architects -- but what they really do is connect the dots, they think about how the consumer is really behaving; and if they're really big thinkers, they can extrapolate that into designing how consumers interact with brands in real life. So from a strategy standpoint, it's about being one of those people who can think and plan for a three-dimensional consumer-brand interaction. If I could start my career over again, I think I'd like to be one of those people.