Maverick marketing expert Jonathan Baskin reveals that modern consumers are harder to find, more difficult to convince, and near-impossible to retain. They make decisions based on experience so what matters isn't how creative, cool, or memorable the advertising is, but how companies can directly target consumer behavior. How companies affect behavior whether via marketing communications, distribution strategies, or customer service is how branding is being reborn. This book will be the essential guide to understanding and thriving on this new branding dynamic.