Incite by Design

Caustic visions and shared thoughts on design, marketing, creativity, philanthropy, pop culture and business philosophy by Toronto design firm, Ricksticks Inc.

2005-09-01

It started with a small spark over at Scott's

This is going to be a contagious blog topic. I can sense it.

Anyway, Scott wants to know what the most important word in marketing is....

A lot of gurus weigh in - Seth says, "Respect." Tom says, "Passion." John lists, "Authenticity."

All of these answers are philosophical and, dare I say, idealistic. At the end of the day, I believe the one word that marketing plays on consistently and successfully is BETTER.

That's right. That's why we buy it. That's why we believe in it. That's what we believe it will make us. The rest follows like little lightning bugs - sparks of authenticity and respect and beauty. But if it doesn't make us better, there's no value.
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