Marketing today has some similarities to marketing in the past, with one main difference. The customer is in charge! What happened? Is there a marketing rebellion at hand? The Third Marketing Rebellion Mark W. Schaefer, in his book Marketing Rebellion (pick it up, it’s a keeper), argues that we’re in the midst of a third marketing rebellion. In this rebellion, the truth is paramount. Authenticity isn’t just a buzzword, and today’s customer wants to feel a real connection with the companies from which they buy. Today’s consumer is someone who wants to feel like they’re a part of something. In