For as long as I remember we've talked in Marketing about B2B and B2C. But how does that work given we're no longer in a world of "marketing at".

Oh no, there's no room for the 2 anymore.

The popular vernacular is "marketing with" these days.

Hmm. I'm not convinced.

A bit touchy feel-ly and creepy for my liking.

Ever so slightly cheesy.

Don't get me wrong I agree with the sentiment - bring the customer on side, befriend them, let them see you're not selling (although you are) but delivering a product (or service or experience) that is of value to them.

But where does that leave our beloved acronyms?

On the shelf?

Can it become BWB and BWC? Not on my watch. It's just clumsy.

And it's one step away from Marketing becoming such a chum that it becomes 'Marketing - the wind beneath your wings'.

So let's not try to come up with a fancy name and let's get on with the business of making every touchpoint we're designing and delivering for brands so extraordinary and engaging, that we don't need to give it a fancy moniker.