Is your clever campaign costing too much?

I am often approached by clients to assist them with their marketing. One of the key steps in assessing where they are at (before we start looking at where they should be), is reviewing previous campaigns and results. I have found that sometimes the really clever campaigns that are tricky, funny or ultra-creative aren't delivering the required business results.

There can be a number of reasons for a marketing campaign falling short, however one of the key themes I have witnessed lately is brand misalignment.

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