Back to the days where the society is still devoid from the so-called digital marketing, one-off marketing campaigns were the biggest game in town for many decades. However, since the rise of the Internet, social media, in particular, the behavior of customer dramatically changed. And as social media becomes a necessary tool for many marketing strategies, customers in this generation (especially millennials) also expect for their relationship with brands to go beyond their product’s’ use-value. Hence, it’s time for marketers and business owners to harness a different approach, says Mohanbir Sawhney, Director of the Center for Research in Technology & Innovation and clinical professor of marketing at Kellogg School.