Do you have a friend or family member with a signature style, an often used saying, or a dish that’s requested for every holiday meal? Just reading that question likely brought back fond memories of that person. Memories you’ll forever associate with them because their style, catch phrase, or grandma’s signature mac & cheese recipe has become part of their personal brand. In marketing, the job is to build a similar feeling between people and our brand. People should have an affinity for products and services and for their experiences doing business with specific organizations. But building a brand people know and trust isn’t easy. As the world accelerated into a more digital space, people have grown weary of being marketed at, with random social media ads that aren’t relevant or meaningful to them. They also won’t tolerate disconnected experiences or those that don’t feel authentic. Marketers need to turn marketing upside down. Instead of marketing to and at people, brands should be...