With over 3,000 commercial messages served up to an individual every day it’s no wonder people feel overwhelmed with choice. Add to that an economy under stress, and brands desperately trying to be heard, and you have a recipe for confusion and customer switch off. Effective marketing helps customers solve problems and, in so doing, cut through the clutter. The answer? Marketing needs to move from being a monologue to a dialogue. And dialogues are based on exchanges of information, or content, based