Marketing now is all about being relevant and creating a positive experience. I'm going to go relieve myself in a Budweiser can? That could be a problem.

I know this sounds strange, like an eavesdropped conversation out of context, but what caught my attention wasn't the activity connected with a Budweiser can but the first part of the statement...

So marketing now is all about relevant and positive, says Adam Salcuse, CEO of Boston-based alternative ad agency. Who'd have thunk it? Let me get this straight, the barrage of advertising messages is supposed to tell me something that I want to know and also make me feel good about it. Well, sod brand association and bring on the Budweiser can!

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