"BE GENUINE AND DON'T BULLSHIT"
Don't make things up if they are not true. Find your own values and differentiators and build on them. If you want to create new values, make sure that what you promise is what you deliver.
"THE DEVIL IS IN THE DETAILS"
It takes years to win a customer and only seconds to lose one. Pay attention to the details and put love and care into the relationship.
AND USE DATA"
Use analytics in everything you do because most of the answers you need are in there. It will allow you to listen and learn from your target. The effectiveness of your marketing and the strength of your brand depend on it.
"CHALLENGE THE STATUS QUO, BUT DO IT FAST"
Find time to question things and change if necessary. Don't only copy paste what others do and take the risk to try new ways – otherwise you will never make a difference. This being said, make sure you act fast because no one is waiting for you.