You’re only a newspaper ad away from finding this very common brand problem…
Common Brand Problem Number 23: Trying to make too many points in your brand communication rather than focusing on the one or two most compelling points of difference
Analysis: The effectiveness of brand communication diminishes in direct proportion to the number of points you attempt to make in your communication. More is not better. This problem arises most often in companies with a junior marketing staff or where marketing is practiced by non-marketers (engineers, doctors, lawyers, etc.).
Key Point: Ask these questions of each marketing piece you produce: Does it quickly and clearly communicate the most compelling reasons to choose our brand over the competitive alternatives? Is it convincing?
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NOTE: this was copied from Branding Strategy Insider