Technology has changed the role of brands. Ideas and information pollinate like never before and its not just a Western tech phenomenon. The five partner regions are all in their own way on the periphery but this notion of ‘edge’ is shifting; place is part of the story but people and their ideas are the real centre and they are constantly moving. Networks are established through common goals and interest, a need to share. Time is valuable and the Creative Momentum brand needs to offer a reason for both the partners and creatives to participate in the exchange.