Sanjay allows his new agency, Frog Hammer, to replace the expected high brow Shakespearian sales pitch with a multi-media advertising campaign that tells it like it really is: “Macbeth was an ass.” The result? A youthquake: the season quickly sells out to young audiences and Canada’s power and influence wielding Minister of Culture, who reluctantly financed Frog Hammer’s rebranding of the theater, had to sneak in because she couldn’t get a ticket.

A few years ago, Seth Godin wrote a book titled, “All Marketers Are Liars.” His point? Marketers are storytellers, and over the years their stories have become unbelievable, very predictable and no longer relevant.

How many times have you heard the vapid pitches “we care about you,” “personal service,” “ours is better,” “lowest prices,” or “100% guaranteed?” How many times have marketers claimed that their brand is “sportier,” “sexier,” “pure,” “natural,” “great tasting,” or “good for you?”

In the old days, marketers could use hype and exaggeration to get noticed and people would simply accept it. Not so anymore. Today, if you want consumers to pay attention, you better had be truthful. And if you want them to fondly remember your brand, you'd better be emotional.