Consumers exposed to roughly four thousand marketing messages a day are no longer willing to be part of a passive consumer base, subject to conventional advertising and marketing. Rather, they are joining a growing tribe of brand atheists who don't want to be targeted by impersonal messages. They want dialogue, which marketers give to them through experiences with brands that are personally relevant, memorable, and meaningful. This is the context for Max Lenderman's experiential marketing (XM) revolution. Lenderman explains who the new cutting-edge marketers are, how they think and operate,...