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 I realized I was having trouble reading I was too embarrassed to ask for help. Some teachers believed in me but I just wasn't focused on school - I was into the music and trying to please my dad.