If you market online, don't do this

Speaking of bullshit, what is like, I don't know, one piece of marketing bullshit that you wanna banish forever? Think advice that people think is what you should do that you just think is totally wrong. This is embarrassing because for years I stood on stages and told people to do this. I told people to stop investing on building your brand and like, you know, buying advertising that you couldn't directly attribute to a sale. And that was the dumbest thing ever. If you look at the brands that have been the most successful over the past 30 years, almost none of them did strong focus on attribution-style digital marketing, and almost all of them invested very strongly in unmeasurable or hard-to-measure brand investments. Tiffany's, Rolex, Ferrari.