How can I change a product's attribute value without loading the entire product model?

How can I change a product's attribute value without loading the entire
product model?

Retrieving the value is easy enough:
$itemIsConsolidated = $productResource->getAttributeRawValue($productId,
'my_attr_code', Mage_Core_Model_App::ADMIN_STORE_ID);
How can I change (update) the value without loading the product model
(catalog/product) and calling setData()?