Guiding Brands Through Change
Reflections on 2025
The saying “technology is undefeated” has never felt more true than in 2025. Technology as it relates to marketing, sales, branding and communication continues to march forward. Whether it’s AI, social media, e-commerce, personalization, targeting or whatever else you’re managing, the pace of change in 2025 was staggering. Of course, technological change is only truly powerful when it’s paired with great strategy, long term brand-building and meeting your customer where they need you to be.
Speaking of technology, the hottest marketing topic this past year was certainly AI. After working with dozens of clients, I’ve seen many move from experimental trials to episodic use—and more are now building AI into their standard operations. AI is quickly becoming a lens through which businesses view and navigate their work.
As we all prepare for the new year, there’s a reason technology remains undefeated: progress never stops. Change continues as technology advances, and technology expands as consumer behavior adapts. Modern marketers are drawing on lessons from past transformations to keep up with the seismic shift brought by artificial intelligence.
However, progress isn’t limited to technology.
Branding is evolving.
Commerce is evolving.
Messaging is evolving.
Lead generation is evolving.
All because the consumer continues to evolve.
As thunder::tech was born into digital and integrated with traditional methods of marketing, the goal for us has been always about using the best, integrated approaches to enhance a brand’s opportunities. I view 2026 as a chance not to fear or try to “beat” technology, but to use it to find new possibilities.
Thank you to the award-winning team at thunder::tech for both your work and our growth this past year. We have attracted not just an incredible roster of marketing talent, but those that care about our client’s current success and have the curiosity to innovate for the future. I believe this is why thunder::tech has become the leading marketing agency for midsize brands nationwide.
Thank you to our valued clients who trust us to be guides through times of change. The longevity of these relationships is something we are very proud of and work to earn every day.
So, as we turn the calendar and look toward the future, I wish you all the best in 2026!
Happy holidays,
::Jason Therrien
President and CEO of thunder::tech
Speaking of technology, the hottest marketing topic this past year was certainly AI. After working with dozens of clients, I’ve seen many move from experimental trials to episodic use—and more are now building AI into their standard operations. AI is quickly becoming a lens through which businesses view and navigate their work.
As we all prepare for the new year, there’s a reason technology remains undefeated: progress never stops. Change continues as technology advances, and technology expands as consumer behavior adapts. Modern marketers are drawing on lessons from past transformations to keep up with the seismic shift brought by artificial intelligence.
However, progress isn’t limited to technology.
Branding is evolving.
Commerce is evolving.
Messaging is evolving.
Lead generation is evolving.
All because the consumer continues to evolve.
As thunder::tech was born into digital and integrated with traditional methods of marketing, the goal for us has been always about using the best, integrated approaches to enhance a brand’s opportunities. I view 2026 as a chance not to fear or try to “beat” technology, but to use it to find new possibilities.
Thank you to the award-winning team at thunder::tech for both your work and our growth this past year. We have attracted not just an incredible roster of marketing talent, but those that care about our client’s current success and have the curiosity to innovate for the future. I believe this is why thunder::tech has become the leading marketing agency for midsize brands nationwide.
Thank you to our valued clients who trust us to be guides through times of change. The longevity of these relationships is something we are very proud of and work to earn every day.
So, as we turn the calendar and look toward the future, I wish you all the best in 2026!
Happy holidays,
::Jason Therrien
President and CEO of thunder::tech
About the Author
Jason Therrien is the President and CEO of thunder::tech. He is a fan of entrepreneurs and trailblazers, a proud dad and he liked scotch before Mad Men.