While this is a story about a book, it’s really a story about the transformation in marketing.

There has to be a new authenticity, a new transparency and most of all, companies need to listen to their customers first, and maybe, only respond through action.

It’s not enough to “advertise” or “market” or even “brand”- you have to bring your product to life, and give it a personality. Look at the slides for Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki then do what I did and buy the book