Great marketing does not consist of:
• pretty design
• hype and virality
• celebrity endorsements
• expensive PR placements
Case study:
The smokeless fire pit brand whose Snoop Dogg ad went viral just replaced its CEO after the failed campaign.
Lesson:
Great marketing:
• generates revenue
• speaks to one person
• solves a specific problem
• generates revenue (cannot be overstated)
Anything less, is simply arts and crafts.