Traditional models of marketing relied on a top-down approach. It starts with an external goal, and you direct your efforts at getting the goal to impact individuals. However, most consumer's have become desensitised to these efforts.

The bottom-up business growth is built on the belief that a concept evolves into a culture and a community. The brand grows through participation. If done successfully, it creates a bold enough brand that will support business throughout evolution and changes in the industry.

The world is accustomed to taking the top-down approach. It is usually fast, inexpensive and low-risk. But it is doesn't compel or elicit the consumer to action.

To become emotionally invested and connected to our consumers, we need to change to an experience-based ...