How do you know what is great advertising? Great advertising is single minded, the proposition differentiates and the advertising idea dramatizes the proposition brilliantly. Strategy, therefore, needs to be simple, single minded and stimulating to the creative team so that it comes up with a good advertising idea.

Good advertising strategy should work like a funnel. A good strategy begins with a situational analysis. There are a few things one should never do in situational analysis:

1. Never accept that there is no information

2. Never use your brand’s market share alone to conclude market position.

3. In indexing, never fail to find a reference point that gives the clearest picture

Never forget the miniscule statistical changes from research reports are not the whole story. And never leave out an accurate population count.