Effective marketing should change human behavior. What can we take away from all this as marketers:

1. Work with creative
2. Blend the online/ offline experience
3. Mobile

This takes us to the next evolution of marking: the Age of You.

Mass customization – personalization – coke for example.  There a name on the coke and it’s not customized, it’s the same product.  This is a fad because it’s the experience that is customizable. The product may not be. And this raises customer expectations – it’s here to stay.