Do an exercise right, and you gain strength. Do it wrong, and you don’t — or at least not as much. And you run the risk of injury. Same with marketing. Take a drive and count the number of billboards that use all caps or too many words or type that’s too small. The logos that are too complicated. The websites that aren’t intuitive. There are lots of proven ways to execute everything for maximum impact. Follow them, and strengthen your marketing. Ignore them, and your brand gets flabby.