By Gordon Beattie

The best marketers do their homework.

Like cops investigating a murder, they are relentless at pursuing clues.

They look for basic human truths that reveal a brand’s genetic makeup.

They know that the more they delve, the more they probe, the more they will discover.

They know from experience, the more they interrogate a brand, the more secrets it will divulge.

The best marketers leave no stone unturned in their quest to find the true essence of a brand.