The one common element in all great marketing — and something that’s noticeably absent from all the rest — is empathy. Prospective customers recognize immediately if you “get it” — if you understand what really makes them happy, or the challenges they face. And marketing that demonstrates this, whether in traditional or digital media, is marketing that wins new customers. This is true whether you’re targeting consumers or businesses. If you can offer a clear, unique benefit, then present it in a way that promises something really good or solves something bad, you’ll have a brand to be reckoned with.