05/02/2010 05:12 am ET Updated May 25, 2011

Notes From the 4A's Conference: Transformation 2010

The irony of transformation. It's a potent word, but what belies such a highly charged state of flux are some fairly enduring fundamentals that really don't change. We've heard from a variety of speakers on how to engage, inspire, respond and create a healthy and fruitful relationship with the consumer. No doubt the media landscape has shifted the nature of that dialogue at a rapid pace and how a marketer needs to behave and communicate in order to credibly be in the dialogue.

But it is ironic that amid the discussion of such profound change, the consumer is still at the center, still in control, still wants to be satisfied and respected and still will patronize those companies that are trustworthy and offer discernible value.