Did you ever see an ad and wonder what they were selling?

Good advertising doesn't make that mistake. It's not about winning awards for creativity-- it's about making the sales-curve go up.

I've seen people try to pitch branding as ethereal and mystical like it's a ghost. To me, that sounds like buying a secret potion--it might work.

A branding campaign should be more concrete than that. Good branding is measured in great sales.

Few can afford to advertise for nebulous gains. Seek immediate feedback from your markets. All advertising should yield measurable response.

If it doesn't, maybe it's time to start spending money on campaigns that bring results you can use in this world-- not the next.

Advertising

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