There´s a fundamental shift for branding strategy due to a fundamental shift in the marketplace The value exchange of advertising has changed and does certainly not base itself on reciprocation. One of the main changes that needs to be taken into consideration if you want to succeed in activating the market and thus compete more constructive than your competitors is to stop focusing on reciprocation and instead focus on purpose based initiatives. As @passitalong also points out: Identify people´s united purposes and passions. Could not agree more. We need to stop focusing on reciprocation. We need to stop focusing solely on listening and reacting. We need to be bold and activate the market!