Sunday, December 12, 2010

THE FREEDOM OF A TIGHT BRIEF

As we wrap up another business year and look to eventual New Year's resolutions, it seems only appropriate to re-visit one of the most fundamental of strategic documents that marketers require: The Creative Brief. We have written many times in these Dispatches about this subject?yet as we continue to see briefs, week after week in our work, that are imprecise and unfocused, it's hard not to return to the subject again and again. This time we start with the creative agency's perspective: the plea for a "tight brief."


The DISPATCHESTM for December 12, 2010 can be found here:

THE FREEDOM OF A TIGHT BRIEF

A printer / handheld friendly version can be found here:

THE FREEDOM OF A TIGHT BRIEF

It is also available in PDF here:

TheFreedomOfATightBrief.pdf (PDF File)

Sunday, December 05, 2010

THE MOST IMPORTANT "P" IN MARKETING

Anyone who has studied marketing has, undoubtedly, been taught the 4-Ps of marketing. These are: Product, Price, Place (i.e., distribution), and Promotion. But the most important "P" is absent, or, when presented, is inappropriately relegated to the role of being a subset of promotion. What is that "P?"

The DISPATCHESTM for December 5, 2010 can be found here:

THE MOST IMPORTANT

A printer / handheld friendly version can be found here:

THE MOST IMPORTANT

It is also available in PDF here:

TheMostImportant-P-InMkt.pdf (PDF File)