Marketing used to be about the Conversion Funnel, in which an authoritative brand relentlessly represented a desirable image of its product.

We no longer believe in ‘authorities’. Religions, Banks, Politicians, FIFA, and a host of lesser pillars of society, have let us down.

Technology has liberated us. We give our time, our money and even our advocacy to a brand, if we feel comfortable with its values and conduct.

If what we get out of this relationship is greater than the cost of the investment in it, we continue, and when the balance changes, we leave it.

The most successful brands generate the greatest Inclination to Interact by eXchanging positively, all across a Consumer Journey.