Marketing is all around us, all the time. What makes good marketing good?

Let’s talk about what makes good marketing good. What types of marketing have worked for you? Not worked? What are some of the best and worst marketing you’ve seen recently? Why?

I’ve always found you can get ideas you can use by paying attention to what other companies are doing. Big companies can afford to do whatever they want. And as often as they get ideas to add to their marketing they see things NOT to do (big budgets and smart people don’t always add up to great marketing).