1. The marketing discipline of the Brand Character The failure or success of a brand depends largely on how the brand is perceived by its consumers. This perception is the sum total characteristics of the brand – its “character”. A well-defined Brand Character clearly positions the brand consumers' minds. This makes for strong brand awareness and a strong consumer relationship with the product, which eventually lead to sales and ultimately, the necessary ROI for all clients.

2. The discipline of the Single-minded Proposition coming alive in a compelling way Every as must have one single message which answers the consumer’s question of “what’s in it for me?” A single-minded message is easier to remember than a complex one. It must come alive in a compelling way, jump out of the page or the TV screen, eliminating indifference and inviting attention. The battle is than half won.

3. The discipline of the Big Idea or Big Picture The whole advertising message is captured in one idea or picture that is altogether distinctive, meaningful and memorable. The ad instantly communicates the message, sometimes without the benefit of words. This mnemonic device is implanted in consumer’s minds, whether consciously or subconsciously, allowing your message to stand out from all the advertising clutter.

4. The discipline of the Unexpected Every great ad carries with it an element of risk, resulting in adrenalin rise, accelerating heartbeat or even sweaty palms. This is the magic of the unexpected, which is the opposite of safe or “rush-of-the-mill” advertising, the most dangerous (and wasteful) of all.

Affiliate: Malaysian TBWA - Advertising / Recruiting & Financial Adv Malaysian OMD - Media Specialist Malaysian OMNICOM / DAS – Public Relations Malaysian TEQUILA – Promotions / Events Management Direct Marketing ISCB’s Exclusive Affiliate: Silkroute Ventures - Interactive Marketing / E – Commerce