ABSTRACT
Why are you adding relevance to your marketing and com-
munications quiver? We would have thought the over-
whelming answer to that question would be something
along the lines of: “I realize I need to compete differently”;
“I am looking for a new and better way to connect with my
customers (and the people I would like to be my customers)”;
or “I want to stand out in the marketplace.” In other words,
we were expecting the motivation to be a positive one.
