queen zain ♕: July 2011

“Seeing ads next to your e-mail (if you use Google’s free e-mail service) can provide reminders, sometimes startling, of how much the company knows about your inner self. Even without your e-mail, your search history reveals plenty—as Levy says, “your health problems, your commercial interests, your hobbies, and your dreams.” Your response to advertising reveals even more, and with its advertising programs Google began tracking the behavior of individual users from one Internet site to the next. They observe our every click (where they can) and they measure in milliseconds how long it takes us to decide. If they didn’t, their results wouldn’t be so uncannily effective.”

—	James Gleick, author of the superb The Information: A History, A Theory, A Flood, on how Google dominates us

First and foremost, the students are constantly curious.
You can expect them to challenge and question everything. They will not do things the way they've always been done.
They are digital natives.
Expect them to want to affect change and therefore try to solve social issues around sustainability and creating a better life by asking the brands they work for to do the same.
Expect their interests to include all aspects of branding from product design, package design, in-store display and content development, making companies like Ideo, Redscout and What If? places of interest to them.
You can expect them to have a strong entrepreneurial spirit and a desire to create their own intellectual property.