The New Rules for a Consumer-Led World

It has happened. The balance of power has shifted from brands to consumers. Consumers are now insisting that brands earn their attention. At the same time, their patience for traditional advertising is evaporating. This means that we must live up to and exceed their heightened expectations for meaningful, personalized interactions. We must accept that marketing’s core mandate is not to market at consumers but to matter to them as people. And we must embrace the fact that there is new reality that requires bold, new rules.