Three tips to get you going

I was asked for some tips on how to start a marketing/advertising project. Here are three:With maximum forceDon't say brandThe first problem you'll find is that marketing is full of impenetrable jargon. That's not a bad thing in itself, jargon can be a useful shorthand, a handy shared language. The problem with marketing jargon is that it's escaped into the world and everyone uses it all the time - it's just that there's very little agreement about what any of it means.For instance, I always try and ban the use of the word 'brand' in my teams. Because it can mean a 1,000 different things. And when an investor says 'develop the brand' to mean 'invest in paid advertising' and a CMO hears 'develop the brand' to mean 'redesign the logo' you end up in trouble. When people say brand they might mean: organisation, logo, company, tone of voice, logo, vibe, reputation, logo, trademark, advertising, PR, logo, team, awareness, etc.If you try and be clear about exactly what you're talking about…