The traditional marketing process still works in categories like soap and toothpaste, where a small increase in market share can translate into millions of dollars in extra revenue. But exponential brands are outperforming those traditional brands by focusing on what they do, not what they say. They’re finding smarter ways to bypass the brain’s filters, embrace transparency, and live up to a higher purpose. Then they’re developing immersive, empowering content to bring that purpose to...