Advertising strategy: Copy for faster strategy

This article calls for marketers to stop thinking of their brand challenges as unique and instead to learn from others who've faced similar problems; doing so can lead to a fast-track of effective strategies.

Advertising strategy: Copy for faster strategy

Mark EarlsHERD

In his new book, Mark Earls points out that by asking the 'what kinda?' questions, planners and strategists can move away from the singular mode of thinking and learn from the experiences of others who have faced similar problems before.

Long ago, when the internet was young and only geeks like junior planners and TV researchers knew how to use a search engine, the American TV host, David Letterman, often played a game with his audience: "Is this 'something'?," he would ask, as he prepared to roll a video of some...

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