Ideas from books, articles & podcasts.
As new opportunities emerge, many brands are chasing the "shiny object" instead of starting with a strategy.
New media channels can present exciting opportunities but don't get caught chasing tactics -- chase your customer.
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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.
The failure to develop a creative brief is a cardinal sin. The creative brief is important because it is the unifying document that identifies the important key benefits for a campaign of launch.
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.
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