True that. I am still unsure whether existing brands can manage the mindset change and transform the way they look at business. But at some point, the current selling process will stop working, and I think we’re nearing that tipping point.

but the biggest malady that plagues most of the marketing initiatives is “engagement” with consumers “becoming real and relevant” with people, is more often crowded out by the pressures on “selling something” to them. So a lot of communications or initiatives, end up becoming sugar-coated or veiled “sales-pitch” rather than truly trying to encourage engagement. Thats where the initiatives loose credibility and relevance with people. Hence the brands, which are too worried, almost always about their top line/bottom line, might end up earning these metrics at the cost of relevance and credibility.

Its almost a paradox; more you try to sell to them, more you loose your credibility or relevance.