Marketing used to be about broadcasting messages from billboards, TV screens, and full-page newspaper spreads. It was linear, loud, and controlled by the brand. Today, the ‘New Generation Marketing’ is about conversations, not campaigns. It’s about what people think and say about your brand when you’re not in the room or not even tagged.

The pursuit of great products is only part of the equation. Customers nowadays aren't just looking for great products; they want to...