Clive Sirkin of Kimberly-Clark: “We don’t believe in digital marketing. We believe in marketing in a digital world, and there’s a huge difference.” The former involves repackaging your tired, old-world ad campaign and buying Google Ads. The latter involves constructing an entirely new business plan. See: Uber’s On-Demand Cinco de Mayo Mariachi Fiestas:

On Friday, to celebrate Cinco de Mayo (which is actually Saturday, so this is pre-game), if you happen to live in San Francisco, you’ll be able to open the Uber app and request a “fiesta”.

What’s do you get with a “fiesta”, you may wonder?

Well, you get an SUV Uber that pulls up with a mariachi band that will play you a song, give you a bottle of margarita mix, and give you a stuffed piñata.

This will cost you $100 via in-app purchase, so choose your time and place wisely.

Yes, this is real.

Uber is a cab company, except you get town cars and hail your cab via an app your mobile device. Who thinks of something like on-demand Mariachi Fiestas? A company that loves what it does. People like people who love what they do. Marketing in a digital world.