Change is something that can always be counted on. This is especially true in the world of marketing and advertising. For decades, marketing campaigns told consumers why they needed a product, and until the invention of the Internet, consumers were okay with this. Today, consumers are looking for relationships more than anything else. They want to feel as though a brand understands them and cares about them. In order for a brand’s marketing campaign to be effective, it must speak to consumers’ core motivations and desires. In Laddering, Eric V. Holtzclaw examines the history of advertising—how it began and what caused it to shift to the new paradigm it is experiencing today.