Brand Advocacy: An Interview with Jay Baer, President of Convince and Convert

Marketing as a discipline is going through an identity crisis due to the radical shift in the buying behaviour of people. The answer, for some companies, is to ditch the classical marketing function in favour of a broader mandate that makes the customer experience more of a corporate priority. But just fixing what's wrong is not enough, according to Jay Baer. Companies must also offer customers an experience so memorable and unexpected, they'll be keen to talk about it with everyone they know.