Issue link: https://iconnect007.uberflip.com/i/1538100
42 SMT007 MAGAZINE I AUGUST 2025 T H E K N OW L E D G E BAS E Audiences have evolved in how they consume information, form opinions, and make purchasing decisions. While marketing still relies on tried-and-true methods—get your name and message in front of your audience—you must also cultivate connection, credibility, and community. Your customers, particularly the younger generation of engineers, buy- ers, and program managers, want to discover value on their terms. They search for answers on LinkedIn, You- Tube, industry forums, technical jour- Cultivating Your Brand in the Age of Connection by Mike Konrad, SMTA nals, trade publications, and technical blogs. They listen to podcasts, download white papers, and ask their peers. That's why traditional branding still matters. The Rise of the Informed Buyer In the past, a brand relied on brochures, a trade show booth, and accompanying swag to do the heavy lifting. However, today's younger professionals are digital natives; they don't consume information like previous generations. Ronald Reagan once said, "Trust, but verify." That approach defined a generation still willing to take a claim at face value, if it came with backup. Today's younger buyers often operate under a different model: They no longer trust, but they still verify.