Things used to work differently. Brands were like wolves and consumers were like sheep. We soaked in their advertising and didn’t mind the interruption. The playing field is more level these days. There are certain things about the brand and product that we will never know and there are certain needs, wants, desires and thoughts that we have that the brand will never know. Certain technological advances, the ignorability of interruptive marketing, changes in behavior and paradigm shifts have decentralized the media, making traditional advertising less effective, and created a more proactive consumer. Gone are the days of wolves and sheep, now the interaction is more equal. More like a snake and mongoose, or snakes and mongooses (I wish it was mongi). Both sides eye the other warily and feel each other out a bit. Fights don’t typically ensue. Are you prepared for this change?