Ideas, lots of ideas! We could do this, and I’ve got this fantastic idea that we could use! Right… creativity is great. But what if your great ideas don’t fit in with the target audience or the brand?

It’s a bit like going to the supermarket and buying lots of things that you like, only to come home and realise that you have half the ingredients for a sponge cake and half the ingredients for a Greek salad, so you end up with neither dinner nor dessert in the end. So knowing what you want to achieve is essential. (more…)