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10 Lessons in Brilliant Marketing

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This story appears in the February 2012 issue of Entrepreneur. Subscribe »

During the height of her popularity, Paris Hilton once fired this retort at critics: "It will work. I am a marketing genius." Sadly, those of us who aren't as blessed must face the fact that creating a campaign that captures millions of eyeballs and produces millions in sales is about as likely as Hilton's big Hollywood comeback.

Still, each year there are marketing initiatives that hit on that winning combination of great idea, perfect timing and flawless execution. From viral campaigns to, well, virus campaigns, we've picked 10 marketing marvels of 2011, pulling out a few lessons to help you create brilliance. You're welcome--now the rest is up to you.

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