Philosophy
Consistency. Consistency. Consistency.
Your budget level and media mix will not matter if you can’t get this one basic thing right: consistency. You must know what you stand for before you should ever consider shouting it from the rooftops.
Once you know your message.
your copy, ,, what you stand for,
If you’re not taking risks, you’re not trying hard enough. Safe is never better.
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The attention economy.
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Love and respect your audience.
Who is “your audience" anyway? These are the people who are there for you. Who listen when you talk. Who click follow. Those who view, engage, lurk, and give their feedback (constructive or otherwise). Your audience regardless of size deserves your love and respect.
Reach & frequency still matter.
Lets face it, Nielsen's original channel-defining media measurement unit, the television rating point, is only sparingly used today. In the new era of VOD and streaming services, for millions of users “time-shifted viewing” has become the new standard. With market fragmentation, it’s become increasingly difficult to measure media effectiveness. Still, that does not negate the fact that foundational concepts like reach and frequency (R&F) should go away.
