For all the brilliant minds who are in advertising (and yes Dorothy, they do exist), we as an industry are very good at making our lives more complicated than necessary. We constantly try to one up each other, and in our pursuit of that goal we are truly experts at confusing the living daylights out [...]

We have spoken a lot on this blog about tactics in today’s marketing world. We have gone over the basic blocking and tackling needed to introduce brands to consumers, and getting those consumers inspired to take action. But this time we thought we would get out of the tactical trees and see the forest instead. [...]