Changes in society have caused a different approach to business, marketing and communication between brands and users. One of the main features of change is the development of new technologies that brings and demands a different overall approach to the market itself, while exchange, distribution and sale of products develops on a global range. User's media literacy has increased significantly and therefore their ability to understand and delute marketing strategies and strategies of persuasion. Persuasion as one of the key elements of marketing in its aim to accomplish the main goal, that is to persuade the buying, has a whole new meaning. Brands are changing their communication strategies and are turning their businesses to a more personalized approach as well as implementing direct marketing as a contemporary marketing of today's society. Brand no longer only represents a final product or companies name, nowadays the brand is formed by its activities combined all together and values it promotes through its business. The new society is breaking the barriers of common gender stereotipes which have played a big role in the world of advertisement and are rather promoting and bringing equality in every segment. The overall process of communication, business and product selling is now formed gathering different strategies as well as different forms of communication and media and adjusting their approach.