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real coach purses for cheap in shaping online conversation and how brands and organizations can build valuable relationships with key influencers within their markets and as well as become influential themselves. We are "tuning out the noise and too distracted to concentrate." This is an environment that makes it even harder for brands to capture the attention of their audiences.Her analogy is a good one. Your first experience on New York's bustling midtown streets can be exhilarating amazed by the bright lights, flashing billboards, and bustling crowds. You may try to soak it all in, capture the moments on camera and embrace the chaos. The third or fourth time, however, might not be quite the same. Anymore, when I think about Times Square, I consider the quickest exit strategy; the detour I can take to get around the dizzying lights and crowded streets to my final destination. Something has to be quite intriguing to capture my attention there, and therein is the challenge for brands today.So how should brands tackle this challenge? By being ubiquitous. By being visible across all media channels and creating a dynamic and consistent story in paid, owned and earned media spaces. By creating "branded surround sound," as Lieb puts it, and implementing an integrated strategy in which all channels work in concert to amplify one another and ultimately maximize the impact of the overall strategy. Consumers are simply looking for the most relevant and engaging information in the instant that they need it and in the channel they are seeking it, and to remain relevant, a brand message must be wherever they are.This informed and