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Read the Question!

Read the Question!

Was the one bit of advice my Dad repeatedly gave me before an exam. 

I distinctly remember rolling my eyes and thinking I’m not that daft!  In reality I was, as I also remember scanning the question and then jumping straight into answering it before then re-reading it and realising too late that I’d misunderstood or had missed out an important element.

I’ve tried to learn from those school girl errors over the years and even more so when working with clients.  Though I’ll admit that when brainstorming strategic direction or new campaigns my over enthusiastic side can get carried away.  I’ve now learned to review the ideas once the initial excitement has worn off and go back to the client’s brief, objectives and how it fits with their company vision and general brand guidelines.  That doesn’t mean we can’t use the concepts we have devised, but often will mean we need to adapt and modify them to ensure they work for the business commercially.

Watching the BBC2 reality series The Great Interior Design Challenge has reminded me of this.  The amateur designers clearly have the passion, talent and an eye for style, but the downfall of many is usually because they a) haven’t read the brief properly b) haven’t listened to their client c) haven’t taken into consideration the environmental factors i.e. the age or architecture of the building.  Embarrassingly I have found myself shouting comments at the TV such as ‘re-read the brief’, ‘look at your client’s face and body language’ or I have just resorted to rolling my eyes again.

So the last word has to be to say thanks Dad, I think we can safely say it’s sunk in!

For help with keeping on track with your strategy or with generating creative ideas, drop me a line at helen@marketingdoris.co.uk

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HaytonHeyes Limited
Kim Hayton, Director
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