This document discusses creativity and marketing in the postmodern era. It argues that classical marketing models are outdated and that the most successful recent companies have created new value chains and emotional connections with customers. It advocates for experiential marketing techniques that engage the five senses to build engagement, loyalty, emotion and buzz. The document provides examples of companies that successfully use experiential marketing and concludes by offering three approaches for generating distinctive marketing ideas: becoming the undisputed leader in something, focusing as a true specialist in a niche, or changing the rules of the business model.