Written in May 2016, this post proposed an alternative narrative for the Hillary Clinton's campaign.

The way we think about brands need to change. In the past, they were objects or concepts. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty.

The way we think about brands need to change. In the past, they were objects or concepts. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty.

The greatest challenge to companies today is not keeping up with their competitors, but with their own customers.  One reason is that individuals are transforming to digital faster than organizations.  You have to learn how to think like your customer.

What does brand loyalty mean in a digital age? It’s not enough to have repeat transactions. You need reciprocity, advocacy and an ongoing relationship built around a shared purpose. How? With gratitude.

Transactions or Relationships? High-tech or High-touch? Profit or Purpose? Savvy brands from Sephora to Stitch Fix to Wells Fargo transcend the tradeoffs and find a way to choose both.

Does the funnel still work in a digital, social, mobile age? The funnel and Customer Decision Journey aren’t going away, but the buying process is no longer linear. We need new models of customer engagement that allow us, as marketers, to enable and empower, not just persuade and promote.

Customers are more connected and empowered than ever before. To win their hearts and minds, you have to master these five superpowers of extraordinary marketing. What’s your superpower story?

Big data is what organizations know about people. Little data is what we know about ourselves.  If you want to build loyalty, spend less time using data to tell customers about you, and spend more time telling them something about themselves.

What are the two most important principles for marketers looking to engage customers and grow revenue in the digital and social age? 1) Empower your customers to be brand advocates and 2) Treat your entire organization as your marketing team.

How Nike, Kraft and other brands are following the principles of a gift economy to drive real customer engagement on social media—and why you can’t pay your movers with pizza and beer.

There are many ways to create customer gravity. Start with a purpose both you and your customer care about. Then create an engagement platform that creates value. Finally, look for partners who can bring expertise, resources, credibility, and reach.

The most successful companies in business today—Apple, Google, and Nike--have something in common. Where traditional companies push out messages and products, these companies pull customers in. Discover how they create a gravitational field that pulls customers into their orbit, like the sun in a solar system.