As of the twentieth century, marketing has come into its own as a science.
We now know that the most profitable marketing campaigns achieve two goals: increase sales volumes and increase pricing power.
We know that emotional campaigns outperform rational campaigns in driving long-term profit.
We know that consumer promotions (freebies) are better at reducing price sensitivity than discounts.
And thanks to the stellar work of Les Binet and Peter Field, we now know that Fame campaigns achieve 11 times more market share growth compared to the average marketing campaign.