The rules of the game have changed, marketing is about the engagement  of customers.

My definition of marketing, is” the recognition, building, protecting and leveraging competitive advantage”

Engagement by consumers in the brand proposition is what that is all about.


No  longer is average stuff for average consumers, marketed with “noise” good enough, the product (be it physical or a service) must be some combination of new, different, offer a unique solution, be beautifully designed, or simplify, to somehow engage customers so they can see value beyond the cheapest price.