The game of marketing has changed fundamentally. Taking out uninspiring, run-of-the-mill print and TV ads doesn’t fly any more. Marketing a brand effectively requires exceptional ideas and concepts that are entertaining and unusual enough to capture the imaginations of today’s cynical, ad-wary consumers. My advice is to go beyond the traditional media to capture your audience in other platforms as well – offline brand experiences that DEMAND consumer attention.

Brave, new, exciting, entertaining offline experiences are talked about, blogged about and spread through social media. This is viral marketing at its best and most effective. If the idea is good, nothing can stop its spread. I spend all of my waking hours evaluating and creating such ideas. I see more innovation and ideas and concepts each day than I ever thought possible and the ideas I’d created have achieved incredible attention.