How important is the PICTURE? In terms of marketing, a logical place to find the answer to that question would be to dissect the most recognizable and effective brand campaign in the history of marketing, Marlboro. What is the Marlboro campaign, but artful pictures of cowboys in a mythic version of the American West? I'm not oversimplifying anything when I state the fact that Marlboro has sold billions of dollars worth of product by using three ingredients: a picture, a logo, and a tag ("Come to where the flavor is", "This is Marlboro Country"). Talk about, "keep it simple"! And, they've been doing it for 58 years (still going strong in Eastern Europe and Asia). But, not just any picture; the right one, and one that's, powerful, likable, believable, original, memorable, authentic, branded, story-lined, consistent, strategic, aspirational, and extraordinary. In marketing, words are overrated. Words take too long. Pictures tell a story in an international language, and if a cigarette brand isn't convincing enough, then we can discuss Apple, Nike, or many other industry leading brands that depend on and thrive, on their good looks.