Figure out what works, (keep it simple) and then ... bend the rules into interesting shapes.

Once your grasp the basics - you can apply it in interesting ways.

Here are 7 things that are largely undisputed (check the research).

The best way to grow your brand:

1. Reach all the users in the category, as often as possible - be emotionally and physically available to them, and toot your horn often.

2. Make sure your brand is easy to buy. Show how it fits into a user’s life.

(The user’s busy, distracted, not-thinking-about-brands life.)

3. Get noticed. In a world of attention, the cardinal sin is dullness.

4. Refresh and build memory structures. Keep in mind what people already know about your brand, and build on that. Be honest about how little they care.

5. Be distinctive. Make sure you create distinctive brand assets - whatever they are - sight, smell, sound etc.

6. Be consistent. Don’t make it hard for people to find and notice your brand.

Keep an eye on the competition, and stay close to changes in culture and behavior (don't worry about the gadgets, watch the emerging behaviors). Don’t give people reasons not to buy your brand.