The phrase "The Beautiful Game" means something profound to football fans all over the world. I first discovered it watching the Euro 2008 tournament. I quickly became a Germany fan because of the way they played. They were technical and calculated...and also had cool names like "Schweinsteiger." Those first two attributes the modern day marketer also needs to embrace and embody. Germany was up against the Spanish, who play "Tiki-taka" style football with short passes, working the ball through various channels (not to mention flopping). Just like in football, a great marketer needs to move campaigns through different channels and be poised to respond to threats and opportunities.