On this episode of Bootstrapped, we spoke with Brian Taff, serial entrepreneur and President of Streetsense, an experience-focused strategy and design collective. Brian talks about the changing face of retail and the need to create a personalized experience for customers. The goal of brand marketers is no longer about authenticity as people see right through that, Brian claims; it's about making the brand approachable and meeting customers' expectations. Brian discusses how to get customers to be not just promoters, but defenders of your brand.