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Brand Against the Machine by John Morgan should be a mandatory marketing textbook read by all business students and marketers. The marketing industry is changing very rapidly and the only way to stay on top of it is by a philosophy of continuous learning.
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Every advertisement should be thought of as a contribution to the complex symbol which is the #brand image. The biggest mistake we see companies make when they first hit Twitter is to think about it as a channel to push out information.
Search, a marketing method that didn’t exist a decade ago, provides the most efficient and inexpensive way for businesses to find leads.
If you don’t believe in your product, or if you’re not consistent and regular in the way you promote it, the odds of succeeding go way down.
An advertisement’s chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.


The primary function of the marketing plan is to ensure that you have the resources and the wherewithal to do what it takes to make your product work. Offer the compelling stories – the case studies, awards, business growth, achievements – that make those adjectives unnecessary.




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