Perhaps the most important marketing step any business can take is to discover a way to be different.
You can acquire some measure of knowledge from various research techniques, but nothing beats living, breathing, and feeling the same things your prospect (customers) do.
Branding is the art of becoming knowable, likable and trustable.
Listening is the new prospecting.
Develop a capacity for things like purpose, love, wonder, courage, and grace.
A thrilled customer is the most potent marketing asset your organization can leverage.