Consumers don’t believe marketing. We believe our experiences. Our friends’ experiences. Even complete strangers’ experiences. In an always-on, social media-enabled world, consumer experiences – and consumers’ willingness to share them in the moment – can make or break a brand. For brands, it’s not what you say but what you do. No longer can brands hide behind a façade of artifice. A big idea and a break-through campaign may generate buzz, but is it a big idea that could be slapped on to any other brand in the category? If so, the rewards will be fleeting.