By providing instant access to relevant and supportive services, brands can help add everyday value to the lives of their practical, convenience-loving consumers and, ultimately, offer them a lifestyle they will love and value. By providing instant access to relevant and supportive services, brands can help add everyday value to the lives of their practical, convenience-loving consumers and, ultimately, offer them a lifestyle they will love and value. 
With the economic downturn having a dramatic impact on consumer spending, the big challenge for brands in 2012 is balancing value for money offers with a greater emphasis on consumer experience.