It's interesting, isn't it, that the holy grail for marketers is engagement - to build meaningful relationships between people and our brands. And yet the way we think about marketing is frequently diametrically opposed to the desired end result.
The vocabulary of marketing is largely one of warfare - with the consumer as enemy combatant, on the receiving end of our merciless attacks. The etymology of the word 'strategy' is military - literally meaning 'the art of a general'. And it's just as applicable to the world of marketing as it is to the battlefield.