Where were you when YouTube was born?

As the World Wide Web, e-mail and mobile devices have stretched their communications cobweb into more and more households, consumer choices have also grown exponentially. These relatively recent developments have made brand management today considerably more challenging than it was during the half-century or so since May 13, 1931 - the day on which Neil McElroy of P&G changed marketing forever by writing the classic memo that led to the creation of the discipline of brand management. Today's brand management challenge, in the global post-modern marketplace, is getting the spread right. Exactly where should you splash the cash?