In today’s advertising world, you need to place the consumer in the center of the process. Most marketers get the vision right, but rarely do they get the execution correct. The mistake they make is that they look at an issue from their point of view instead of the consumer’s. Then they compound the problem by failing to connect their efforts to how the consumer interacts with the brand. That is why understanding the consumer’s journey and relationship with the brand is the key to unlocking success. If you know what motivates and excites the consumer to perform an action at the various stages throughout their journey, it is much easier to formulate a plan that drives success.