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With the recent launch of the Apple iPhone people are rediscovering their love for the latest and greatest cell phones.

I am a bit of a pragmatist and I am probably not what you would consider an “early adopter” in the technology stakes. I like to do a fair amount of research before I pour my money into any purchase, but especially technology. Because it ages so rapidly. Just check notebook and pc pricing from a couple of years ago, versus the specs on today’s models. It is cringe worthy if you were a person who bought a new computer 2 years ago.

So, I am a big fan of sites like TestFreaks where you can aggregate all the reviews around from blogs, forums, news services etc. to help you make an informed purchase.

Many marketing people are also understanding that brand equity is being born and nutured long before the point of sale, and a lot of it online. Their challenge remains how to creatively capitalize on this realization.

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