Sometimes a marketing project comes along — an ad for a sports program or a flyer for an event — with the instruction, “This one isn’t really that important, so don’t spend a lot of time on it.” Then why bother? If it really isn’t going to have any impact, don’t do it. But if it is, it should be created to have the same impact on your brand and on potential buyers as anything else you do. Everything the buying public sees is either adding to or detracting from your brand. Nothing is neutral. Those small, cast-off marketing projects are the unshined shoes of your brand. Shine ‘em up.