OBVIOUS LAW 02

If a marketing idea takes a lot of explaining, stop listening. Because you can be guaranteed your colleagues, employees, and certainly the consumer will all have stopped listening long ago.

Any idea is only as good as the action it inspires.

A brilliantly simple idea is like an energy pill. It activates everyone who swallows it. And a brilliantly simple, shared idea is a team-building energy pill that activates everyone who swallows it to work in the same direction.

No amount of process is a substitute for the idea.

So in complex times, marketing ideas must be simple. Complicated and difficult to execute maybe. But the ideas themselves must be easily understood and immediately believable in order to get people energized and mobilized in a purposeful way. To get the job done.

OBVIOUS LAW 04

If you want the customer to be loyal to your brand, be loyal to them. Make sure your marketing builds business and brand value for you by first and foremost building value for the customer.

Loyalty marketing is a service for the customer, not something you target at them. So join your customers’ club, share their passions and interests, support their needs; don’t always try to get them to join your club first.