You've got to accentuate the positive / Eliminate the negative / Latch on to the affirmative / Don't mess with Mr. In- Between is a piece of sound marketing advice too often ignored by businesses & brands. 

Now we have more brands of political parties than toothpaste, politicians may wish to take a leaf or two from the Branding 101 handbook.

Here are some suggestions.

Between marketing Jack Daniels and finding issue with the theory of relativity, Ivan told me he was writing a book called “Marketing in a Nutshell”.  A few years later, after a further wrestle with Einstein, I asked Ivan how the book was going.  It’s finished he told me – but no publisher would touch it.  Why?

Because it’s only 14 words long.

Ivan was a big bearded bear of a man with a marvelous mind; one who earnt and lost fortunes; then earnt and lost them again. In grateful memory, for I use his 14 words time and again, here is the slightly amended version of Marketing in a Nutshell  - Offer your prime prospects, a worthwhile experience, that is well distributed and well communicated.

It’s that simple.