The Eyelet.

Branding and advertising is not about messaging. This is a strong statement and one that could draw some looks from your colleagues, CEO, or whoever else you need to report to. I had a the privilege of recently sitting in on a presentation by New York Times Best Seller, Dan Hill who carried this message and just like you was weary at first, until I heard the statistics presented: Read more

You have invested a substantial amount of money in not only creative development but also media. Three months after starting the campaign, your sales aren’t up. It immediately appears like the creative didn’t work, so you’re on the phone scrambling to either change creative or your media mix.
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You’re ready to execute your marketing plan and build your competitive advantage. Yet, it seems to fail. This is most likely because an important question was neglected: How are you going to measure success? It is not as hard as you think and you can start in five areas.
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