Say what you will about the iPhone, but brands who want to thrive must adopt this model of providing their audience with access to the brand through the screens and devices they interact with throughout their day.

The iPhone is a critical -- and profitable -- first step towards creating a digital marketing and content mix that makes a difference with the consumers who spend the most on being in touch with your brand.

Even taking the first step of making your website iPhone-compatible is a good place to begin understanding how your brand plays in this profoundly personal and dynamic space.

And think critically about the easy answers you might be getting from a more traditional agency. If you don't have a digital agency helping you create a solid iPhone foundation to build on, you may just be shifting those dollars into applications no one will bother to use.

Remember: it's all about helping people do the things they already do in a cooler, more efficient or more memorable way. Your brand is the context within which they do it.

Michael Leis is vice president of strategic services at Emerge.