The reality is that although we want 'everyone' to be our target audience, it is neither realistic not sensible. Consumers are different -- each have a distinct functional and psychological need -- therefore we have to talk to them differently to be persuasive. 

As new opportunities emerge, many brands are chasing the "shiny object" instead of starting with a strategy. 

When asked "why should people buy your product?" what do you answer?

The best advertising connects with the target costumers because it shows understanding of their needs and pain points.

Having poor objectives that do not convey what needs to be done will not lead to a desirable outcome because it order to achieve that we need to understand which metrics needs to be moved and by how much to accomplish that business goal.

In an age where digital channels allow more exposure, click-through, and even purchase rates -- brands have routinely failed at measurement.