If you read only one thing today, make it Grant McCracken's piece on branding and in the importance of the 30-second TV spot. As always, Grant hits the nail on the head, and whether you believe that TV advertising is dead or not, it'll be an eye opener. Read it here.

Other sure bets today:

Mary Schmidt reminds us of the difference between what your customers need and what your customers want. She writes:

There’s a lot of marketing speak about solutions and certainly if you’re not solving a problem (real or perceived, big or little) – you’re not going to sell much. But, the bigger challenge is – if you’re solving a problem – does the customer know they have the problem? Do they care? Are you solving the right problem (Need versus want)?

Read more here, and check out a very brief example here.

In Getting my Attention, Michele Miller shares with us an example of of how adding a personal touch to your next letter or promo can make a HUGE difference in how it is received. This is definitely something you can apply to your next marketing campaign. (And yes, quality may indeed trump quantity.)

If you have five minutes, also be sure to check out the always insightful Crossroads Dispatches blog's piece on being a global microbrand. Don't look for answers in this post. You won't find any. Instead, what you'll find are questions. Eight questions, specifically, almost all of which could be applied to you and your company. Perhaps more importantly, there's an underlying question in the post which has to do with purpose. Your purpose. Your company's purpose. A purpose beyond the bottom-line. In a world (dare I call it a market?) craving meaning in uncertain times, it might be important to actually have one:

"A lot of brand-builders talk about meaning-making. But I'm not talking about anything made or manufactured, but pointing to a deep naturalness, something fundamental, and universally essential yet expressed uniquely."

This is definitely a topic we'll get a chance to revisit soon.

We'll be back with more great stuff tomorrow. If you're hungry for more and can't wait that long to read more, find all of today's posts here.

Have a great Wednesday.