“I think the era of 50-odd years ago, where marketing or advertising happened at you, is over. Now customers expect and demand a conversation.”
—Victoria Burwell, Chief Marketing Officer, McGraw-Hill Education
As we have seen throughout this book, customers want to be part of a brand; they want to be involved in its growth, what it stands for, and how it projects itself. That observation is a fundamental driver of the A (authenticity), R (relevance), and T (transparency) of the ART acronym.
• Authenticity—Customers want to help build a brand, and want to engage only with brands they see as authentic, real, and human.
• Relevance—Customers want to help define what a brand is, what it stands for, ...