Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Monday, September 03, 2007

A to Z of Marketing: E - Essence

If clarity is a sign of effective marketing, then how do you get there? The answer lies in finding a product’s essence. Once you boil away all of the fluff, the essence of the brand should be its greatest consumer benefit.

In fact, it’s well-know in marketing that if you are about to launch a full-scale campaign with ads, TV, radio, billboards, direct mail, etc. that you should always start with the billboards first.


Because effective billboards use seven words or less – thereby forcing you to hone in on your product’s core advantage. And forcing you to practice that other great e-word - “edit.”

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