You can be empathetic without being a giant softy. You can do good without being a goody-two-shoes. You can grow without cutting someone else's roots. You can market your business without resorting to shady tactics. We call this "ethical as f**k."

All brands have a personality. Read some of our thoughts on the subject then learn about some real-world examples of businesses that have or haven't used their brand's personality to their advantage.

The root of all good marketing, the literal heart of it, is your competitive differentiation. Why on earth would anyone buy from you?

These are the unbreakables.  The codes we hold so dearly that any variation from them means we are not doing our job to the best of our abilities, which is unacceptable.  In the coming days, we will expound upon each one of these rules, for your marketing pleasure.