Getting from good to great

Gary Elliott

Gary Elliot, the chairman of the Association of National Advertisers (ANA), provides six pieces of advice for marketers on how to produce better work.

Getting from good to great

Gary Elliott

Six pieces of advice for marketers on how to produce better work.

Most marketing efforts end up being good but not great. For all the hard work generated by scores of skilled people and many millions of dollars, marketing efforts often end up being flat, detached, and forgettable.

Here are some observations on how to produce better work:

  1. Know your brand intimately

    2. Your brand story must be compelling. You need to be able to tell your audience who you are, why that's important to them, and why they should care. You'd be...

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