As Seth Godin says: The best brands make change happen.
Taking people from their current state to a new state.
From x to x.
This concept introduces multiple questions:
Who is the person you are changing?
What is the change you are making?
How does that change happen or what is the journey of that change?
How do we get someone to go on that journey?
What happens to them when they change?
The concept of change is powerful in marketing because it is a dynamic model that shows the true power and benefits of marketing. Instead of just taking - we have the opportunity to create change that not only helps us but the people that the marketing comes in contact with.