Most marketing agencies and so called gurus sell the exact opposite of what actually has the potential to create an iconic brand.

They sell noise over impact. They sell hype over long term effectiveness.

Shouting louder or being super creative is not what makes a brand.

What makes the brand is the business. What makes a business is its relationship to the customer and the contribution it makes. It asks: Does this fundamentally give value to the customer? Does it have a strong point of view? Is this something customers can get excited for?

Instead of always starting with advertising – start with the fundamentals of business.

From the fundamentals of good, long lasting business – you have the chance to create a good, long lasting brand.

And just maybe then – and only then – it has a chance to be an iconic brand we actually want to remember.