MARKETING/STRATEGIC COMMUNICATIONS

It's gotta work.

What's the most important thing about marketing? That you interrupt prospects at the right time? That you engineer an “experience” for them? Or that you continually design lifetime relationships with those who buy your product? Depending on which marketing camp you're in (or what trends are hot at the time), any of these ideas are important.

But somewhere in contributing to some of the best marketed brands in American business (from AT&T to Vince Gill’s Minny Vinny, and many in between), we’ve learned the single most important thing about marketing: It’s gotta work. And that involves more than the latest trend; it requires the best ideas from your biggest thinkers. Here are a few examples of what that might mean to you.

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