"The essence of a principle is simplicity, universality, and specificity. It must be clear, broad enough to be comprehensive, yet specific enough to help us make everyday decisions. +

Medicine has the germ theory of disease; geology has plate tectonics; biology has natural selection. What are our foundational principles? +

If there are any, I'm not aware of them. Mostly, the marketing and advertising industries seem to steer clear of principles in favor of bouncing around from fixation to fixation.*+

To be fair, it is more difficult to develop abiding principles in social sciences like ours than in “hard” sciences. It’s simply not acceptable or possible to do certain types of experiments on people. On the other hand, we ought to have at least a few things we can all agree on.

Advertising is the most expensive, but most reliable way to achieve fame. There are many ways to achieve fame. Advertising is the only one you can buy your way into. All advertising is brand advertising. Every ad will create an impression of your brand despite your intent."

Pull quotes from @AdContrarian 's Eight Principles of Brand Marketing. This man. The theory and practice are all same when taught in textbooks (rather very ideal) but entirely different when in practice.

As I read more and more of @AdContrarian I question the teaching of "industry experts" which is nothing but bullshit. If you are in advertising, drop everything and read Hoffman. You'll understand how much you know is nothing. and there is so much you don't know.