1. Everything is branding, from your 60 second Super Bowl spot to the email in your inbox.
If it has anything to do with your company, it’s branding.

2. All advertising can be beautiful. Anyone who thinks direct marketing has to be ugly to perform,
is wrong. And we can prove it.

3. Integration isn’t nice to have, it’s essential. Every medium needs to work together.
We’re talking unity in the community, bro.

4. Building a brand isn’t necessary if you have no competition.
However, a great brand will save you when times get tough (and they always do).

5. The Internet is the one place where you can create the full brand experience for consumers.
It’s TV, radio, print, PR, and everything else, all in one place.

6. Advertising awards should never be given to campaigns that spent more money than
they earned. Clicks mean nothing without conversion.

7. Contextual relevance is massively underrated. The Internet offers unprecedented opportunities to target and be relevant. Take advantage of it.

8. Single mindedness works. If you want proof, look at the Dyson Vacuum Cleaner.
It’s $500. It sucks. It sells.

9. Evolution is about new concepts. No brand will grow without the continual influx of big ideas.

10. Evolution is about existing concepts. No brand will grow without the continual refinement of current ideas.