 Consumer first marketing takes the traditional brand paradigm and flips it and says it starts with a consumer need it doesn't start with the product it doesn't start with what you're trying to sell it starts with how do you solve a problem that a consumer has and it requires basically three things you need to deliver value that value needs to be relevant you need to be relevant to the consumer in whatever moment that you're talking to them and finally you have to be empathetic you have to understand what it is a consumer is really looking for. Experiences become the new black right everyone is worried about how to deliver a seamless experience to consumers so that they have the sense from the very first moment that they hear about a brand all the way through consideration and purchase and then the servicing experience that they have afterwards through loyalty that they're having one continuous seamless experience with the brand that really helps them understand the value that they're receiving.