JASON GITLIN, WITH THE MARKETING SCOPE, ON CRAFTING BRAND NARRATIVES

"Developing a compelling, effective marketing campaign is rarely quick and easy, made even less so by the maze of channels now available to reach a target audience. And when launching a large-scale initiative with lots of parts and pieces, many of these channels can get overlooked — that, or simply seen as fulfilling the requirements of a brief.

Take native channels, for example. You’ve got an image the size of a postage stamp paired with a 25-character headline and minimal copy. Looking at it, you question whether your target will even see it, and the limited constraints can be rather demotivating creatively."

Read more with The Marketing Scope.