With expectations changing in a smartphone-dominated world, marketing needs to reorient around the idea of utility -- "that which saves us time, deepens our experience, widens our connection, gives us more control or increases our social capital," write Fred Pfaff and Art Cannon. That will require marketers to think more about how products can deliver value. The FuelBand by Nike is one example, because the experience doesn't end "once you've laced your shoes," but "when you're a new person," they write.

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