Good Advertising and PR are Afterthoughts

The creative work of a promotional campaign—the advertising and public relations—should be the last step in the process, not the first.

Too often, companies rush to the creative stage to fix a strategic problem. Creative sessions become an exercise in "applying verbal putty to cracks in the company's image" rather than communicating its true essence.

The Correct Process:

A great promotion is simply an extension of what already exists. The foundation must be in place before the creative work begins. This foundation includes:

1. A Clear Corporate Strategy: A commitment to a specific set of goals.
2. A Well-Defined Market Segment: A deep understanding of the target customer.
3. A Solid Product Position: A clear and defensible position in the market.

When this foundation is solid, the creative process becomes much easier and more effective. The discussions with ad and PR agencies are not about what should be said, but about how to say it most creatively and how best to reach the customer.

Good promotions are outgrowths of good strategy, not substitutes for it.