Let it be clear that it is impossible to transmit every single fact instantly to every single person you want to reach. To segue those facts, we tell stories. Brands, drivers and teams included, tell stories much like us marketers. Or at least they are supposed to. They tell their stories with obligatory posts on Twitter and Facebook, sometimes with a smile during an autograph session or even in their sponsorship proposal. Often those acts are well intentioned and an attempt to communicate all the facts. But when someone ultimately confronts the idea, they will interrupt it in their own way. They will lie to themselves, creating a judgement without all the facts.

So the best marketing techniques are the simple stories that are the most likely to break through the clutter, to be understood and to spread. And because the rules keep changing the tactics must change as well.

As with my previous post, the purpose of this writing is to pursued you into becoming less rational. Perhaps we should refrain from trying to find the formula that will instantly make your idea into a winner. Whether you sell bottled water, compression socks or merely exposure to the masses, it is important to understand that those items are being sold due to, at its core, the emotion in the end user; not just because it fills a simple need. Instead of trying to be a scientist, let’s be artists. Let’s put on a show.