This video I heard about from TechEBlog made me think. It shows real people (how real, you never know - thanks CGI) encountering one-in-a-million occurrences, all clipped together for 3 minutes of "Huh, can’t believe it." 

It reminded me of this as it might pertain to marketing and consumer engagement:

When our lives are all truly connected like this as never before in the world, one-in-a-million happens more often than the common cliche is supposed to mean.  So, it’s important that we build brands that can communicate about and respond to those one-in-a-million consumer encounters with our products and services. Good and bad, these encounters are available for the world to see. And they can take on a life of their own if we don’t earn the consumer respect as real, honest brands that get the benefit of the doubt - as echoed here by Seth. 

Marketing is the mouthpiece of the brand.  And it is also the earpiece.