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Over the two-plus decades that Adweek has bestowed its Brand Genius Awards, building a successful brand has changed a lot. And not at all.
Sure, the 10 master marketers in our class of 2014 are proven experts in the comparatively new arts of social media outreach, in crowdsourcing, in creating the sort of content that’s so much fun that nobody even notices that it’s advertising.
But marketing—the best marketing—has always been about the fundamentals: Making a product desirable, imbuing the desire with relevancy, and weaving a brand into the fabric of life itself.
Witness Mark Crumpacker, who demonstrated that chain restaurant food can satisfy locavores.
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