In consumer behavior, understanding the question “why” is often more important than understanding the question “how.” This is also true in understanding what makes for exceptional marketing.

In an increasingly crowded market, marketers tend to turn to outlandish promotions.  These tactics are novelties that hardly, if ever, produce substantive return on investment.  In reality, there is only one secret weapon your brand needs – a great story.

Neither price, technology, nor positioning are truly sustainable points of differentiation.  The most legendary and long-lasting brands have a better way of setting themselves apart. They simply outclass their competition.