I am a great advocate of using latest technological advances to communicate messages where appropriate – when this is published I'll be tweeting and blogging to connect with those who go online ahead of reading the printed version of PME.
And what I'll be saying is this: while new digital advances are exciting and engaging let's not forget to explore our brand potential before leaping on the technological bandwagon.
It is essential that brand teams have the insight to know why their product should be used ahead of anybody else's, and can identify their points of differentiation, their true benefit to the purchaser and, if different, the final recipient.
An efficient brand audit pays dividends when it comes to keeping the brand's marketing on track so that it marries with what the target customer is looking for. To be truly effective, all the key internal stakeholders need to contribute towards and `buy in' to the brand messaging. Agreed brand values then need to be shared with any independent consultancies involved in the promotion of the brand.
While integration, engagement and digital have been exciting additions to the marketer's lexicon we must not forget the language of our customers - which is value, choice and patient-centred.
Knowing the brand and its market well and sharing all available information about both can make the difference between an average promotional campaign and an excellent one. Insight-driven creativity can have the biggest impact on your target audience, whether that be through digital or traditional channels or both.
Follow me on twitter @PANAdvertising go to the PAN website (www.pancomms.com) to read our blog, email me at firstname.lastname@example.org or simply call us on +44(0)20 8948 2020 to find out more about how we can help you maximise your brand potential.
Jon Linscott is Managing Director of PAN Advertising part of the Indigenus Network