Pratik Dholakiya | Page 5

The Dumb Ways to Die ads in Australia, like the ALS Ice Bucket Challenge, show that public service campaigns have a lot to teach about marketing.

It's not so much what the best marketers know but how they view the elements of the campaign.

The cardinal sin of marketing is to be easily ignored. This strange advertising campaign is funny and simply can't be overlooked or forgotten.

Successful online marketers recognize Internet shopping is different from going to a store, even when customers are shopping for the same things.

People ignore sales pitches but love stories. Happily, it costs little to tell potential customers the story of you, your business and what you offer.

Rivalry and cliques are inevitable, unless we strive for better. Harmony, cooperation and fairness are only achieved by leadership.

That thrilling startup exuberance is intoxicating but you have to be sober to get stuff done.

Those "cult'' brands that sell without apparent effort share some basics, regardless of product or market.