Commodities Struggle

Seth writes about a VP at Citibank going door-to-door to sell checking accounts. I think that on one hand email marketing, faxes, direct mail, radio and tv ads have become so much background noise that it may be time to go back to the shoe-leather marketing. Fundamentals, baby! With most advertising done by the giants (Coke, McDonalds, movie studios, Tele-Barons, CableCos, etc.), how do you get through the noise? Buzz, mainly. WOM (word of mouth). Being Purple. Sneezing. Being Creative. Hiring a great Consultant (that would be me ;).