In modern day, companies are developing their own ideals and are adding human element to them. The idea is to get reflected as honest and trustworthy organization. Customers don’t like marketing messages that are pushed on them and like to get associated with company they feel good about. Storytelling and oral tradition are largely used by companies to establish goodwill and legacy for the organization. Marketers of modern days emphasize greatly on positive word of mouth.
Sales persons are trained to behave in a way to achieve the trust of the customer. Honesty gestures indicate whether a person is telling the truth or not. If the person is lying or not being honest they will often put their hand to their face, scratch their nose or neck.
Example: Open Happiness campaign from coca cola. The idea is not only to engage people present but the audience at large.