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Five New Rules for Marketing

1. Listening to consumers is more important than talking at them. 

We may be ahead of our competitors, but we're most definitely behind consumers. The consumer is not a moron, she's the person defining your brand. 

2. You can't hide the corporation behind the brand anymore — or even fully separate the two. Welcome to radical transparency, where bad corporate behavior will damage your brands, and vice versa. 

3. PR is a primary concern for every CMO and brand manager. If "marketing" and "PR" are not the same department, tear down the wall. Spend time deciding whether PR is underleveraged in your organization. 

4. Cause marketing isn't about philanthropy, it's about "enlightened self-interest." That doesn't mean it doesn't count. Don't be ashamed of your profit motive, because great branding and doing good are increasingly one and the same. 

5. Social media is not a strategy. You need to understand it, and you'll need to deploy it as a tactic. But remember that the social graph just makes it even more important that you have a good product. Put another way: The volume and quality of your earned media will be directly proportional to the impact and quality of your product and ideas.

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