Here is a little tid-bit of a blog post made on Seth Godin's blog, the following lines may be the most profound advice about marketing I have ever read. I made sure to send it to all of my marketing counterparts within my current company.
Marketing, when it works, transcends any discussion of the benefits of the product or the service.
Marketing, instead, is about the equal sign.
Many of us want fun and respect and love and success and kindness and hope. What brilliant marketers do is add the =.