I attended a talk organised by "Under The Influence" a while ago. Dave Trott was giving the talk and he was fantastic. Really dynamic and straight to the point.
At risk of misquoting him, I found the following really useful.
-The answer to your client problem lays either on the product or on the consumer.
-Bad advertising goes from "impact" to "communication" to "persuasion". It should be the other way around. What is the persuasion?
-Client briefs can be confusing, but it needn´t to be so. Ask yourselves the following questions:
a) brain share or market growth? if you are a market leader, you want market growth.
b) trialists or current users? if you are market leader, you should aim for current users (because most people have tried your product already).
c) product or brand? if you are NOT the market leader, go for the brand! make sure there´s no confusion about which brand is being advertised, if there´s confusion, consumers will automatically assumed it´s the big player who advertised.
-products build brands, not the other way around.
I will leave you the link to URL if you want to explore further.
http://www.irisnation.com/undertheinfluence/
