What are you talking for?

The thing that has surprised me lately is the realisation that many people simply don't unerstand what they are "advertising" for.

Are you telling people that you exist? Are you trying to get a new type of person to notice you? Is it about getting them to like you more? Or to use you more often? There could be a myriad of reasons why you are trying to talk to your customers (or potential customers.) Before you even think about spending dollars on PR, advertising, DM, design, research or redecorating, understand WHY and what the actual task at hand is.

Maybe this piece of advice is a bit simplistic. But there are a lot of brands that really need to take it to heart. Millions of dollars are year are thrown away on pointless or misdirected campaigns that have failed to properly address these questions up front.