“Hold the pickle … hold the lettuce … special orders don’t upset us. All we ask is that you let us serve it your way.”

That’s a jingle from a 1974 Burger King commercial. Translated into in today’s modern terms, that means we want to personalize your experience. The commercial aired 45 years ago. Was Burger King ahead of its time? Today, companies are spending big parts of their marketing, sales and IT budgets to create personalized experiences with the hope of winning over their customers, getting them to come back, and making them loyal to their brand.

Read more at Forbes.