How do you know what great advertising is? 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.
A 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 minuscule statistical changes from research reports are not the whole story. And never leave out an accurate population count.
