The document discusses 5 principles of obsolete branding from school that are no longer effective given modern advertising and technology. These include: 1) mass marketing is too demographic and medium-focused without being personal; 2) cost per thousand is an outdated metric that creates an uneven win-lose scenario; 3) campaigns lack flexibility and scalability when not aligned to business models or reality; 4) saturation advertising costs a lot with little response measurement; and 5) coercion is manipulation rather than inspiration. The document recommends making people really happy, creating marketing that isn't obvious marketing, socializing the brand, spending money on relationships not just advertising, being bold about differences, stopping pitches and starting storytelling.

1. Branding 101 5 Branding Principles You Didn’t Learn in School Presented by Justin Foster – Tricycle Co-Founder 101

2. The Simple Idea … What you learned about branding in school is now obsolete.

11. Source: Jeremy Allaire, founder/CEO of BrightCove

15. Questions & Discussion

16. Contact Justin @brandmilitia on Twitter www.facebook/justinfoster 208.841.3497 [email_address]