Marshall McLuhan. His thinking is a cornerstone of modern media theory. A Canadian professor, McLuhan coined the expression “the medium is the message” and the term ”global village,” correctly predicting the World Wide Web almost 30 years before it was invented. With the arrival of the Internet and the World Wide Web, interest was renewed in his work and perspectives. Crucial for marketers to understand his ideas since so much of marketing energy is devoted to media. The team at Super Critical Brands use his thinking to create competitive advantages for our clients using media in ways McLuhan would have recognized and applauded.