Principle 1 emphasises that a brand is the sum of all experiences. It's not merely about what you put out, but rather the meaning that people take from it. This responsibility extends across all touch-points and involves everyone.

Principle 2 underscores the importance of understanding the interconnectedness throughout an organisation, highlighting the need for a macro view to inform effective decision making. Much like a doctor must know the full anatomy, a builder relies on blueprints, or a general scrutinises a map to strategise in warfare.

Principle Three asserts that marketing should permeate every aspect of an organisation, transcending traditional departmental boundaries. It advocates for a shift from viewing marketing as a discrete function, housed within a specific team, to embracing it as an organisational ethos. This principle underlines the importance of every employee understanding their role in marketing and contributing to the brand's reputation. By fostering a culture where marketing is everyone's business, organisations can ensure a more cohesive and unified approach to delivering value to customers.

Principle 4 focuses on the importance of mastering marketing fundamentals as the basis for excellence. It challenges the notion of seeking short term tactics as shortcuts to success. Much like an athlete perfects basic techniques to excel, marketing brilliance is rooted in building on the fundamentals. This highlights the importance of setting long-term goals and consistently working towards them, opting for iterative evolution rather than reactionary revolution in strategy and execution.

Principle 5 emphasises that creativity and innovation should originate from the top. Leadership must not only value but also actively champion creative thinking to foster a culture of innovation. This principle posits that true organisational innovation springs from a leadership that encourages and practices creativity, ensuring that innovation is a result of deliberate strategy rather than occurring despite the existing leadership framework.

Principle 6 challenges the over-reliance on ROI and similar metrics that often foster short-term thinking and are used as tools for internal justification rather than strategic insights. This principle advocates for a broader view of metrics that align with long-term strategy and the realisation that significant marketing outcomes may take time to manifest in the market. By prioritising strategic alignment over immediate justification, organisations can pursue growth and innovation more effectively.