Mobile phones, search, and social media have changed shopper paradigms forever... Today shoppers have unique paths to purchase tailored to their lifestyle, and this has had a profound impact on how, when and where consumers engage with brands. Family, friends and shopper influencers now have a greater impact on brand engagement than legacy push marketing. At the same time, the glut of unsophisticated shopper promotions and programmatic digital campaigns are either being ignored or harming brand equity. John Andrews and Ted Rubin are working together helping companies wrap their arms around the new dynamics of consumers, content, retail and connection. Old marketing was dictation… new marketing is content and communication. We will speak, write, conduct workshops, advise/consult, brainstorm with brands and start-ups, and facilitate introductions via our extensive networks and communities. In short, we are here to help guide companies to better understand the Prevailing Path to Purchase. #FollowThePath *Prevailing Path temporarily ceased operations January 2018 - March 2021 to give 100% attention to powering the Path-to-Purchase insights of Photofy, Inc. **John and Ted are once again back on The Prevailing Path. ***Prevailing Path learning continues to power the Path-to-Purchase insights of Photofy, Inc.