Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.
Brands must empower their community to be change agents in their own right. To that end they need to take on a mentoring role. This means the brand provides the tools techniques and strategies for their customers to become more effective marketers in achieving their own goals.
When an individual is protesting society's refusal to acknowledge his dignity as a human being his very act of protest confers dignity on him.