The Association of National Advertisers held their 2012 Annual Masters of Marketing Conference in Orlando earlier this fall.

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But the idea took on greater resonance when I attended the ANA Masters of Marketing Conference a couple of weeks ago, most notably when I listened to Michael Francis, the chief marketing officer of Target.

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To get the conversation around this started, Forbes gathered marketing executives for a discussion around this topic at the Association of National Advertisers Masters of Marketing 2012 Annual Conference in Orlando this week.

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