ABSTRACT
The concept of 'Always On' was something that came to the author on a plane ride home from a consulting gig somewhere in Europe. Part of the process of building a knowledge brand in the digital world for this corporation was to create a strong tag line that their target market would associate with the company and its products and a visual that would be remembered and bring positive connotations. The tag line we came up with was 'The power is on' and the visual was the little green led light. Since they achieved their goal and got gobbled up by a larger entity and the tagline and led light icon is no longer in use I have put it on the cover as an aspiration and warning to companies as they ponder their digital existence in this always on world. The founder took contact a few years later when he was starting a new venture in the portable power industry.
