Shun the piper, get them to follow with content that is tuned-in to needs.

Invoke nostalgia, tempt with futuristic conveniences or simply highlight an undeniable advantage. Most brands have to continuously speak, lest someone else is heard. How and what you communicate matters more than how often you say.

Taglines, visual consistency, positioning and establishing credibility through unified messaging are undoubtedly important aspects to consider when developing ideas around an advertising campaign. But such exercises fall short if they are restricted to typical print avatars that only get featured on glossy magazine covers and newspaper spreads.

A brand needs to maintain a consistent tone of voice and what it represents to the pubic at large, across various mediums. At times, a welcoming letter or new membership kit can reveal more about the passion of an organization than what they would want you to believe!

For companies who have limited budgets, getting the message across effectively and to the right audience is a constant pursuit, and one that is rarely fulfilled satisfactorily.

Given the fact that most newer companies find it difficult to market themselves effectively, either due to lack of a unified voice in their communication or then because of heavy expenditure through an advertising agency or consulting partner who have been over time failing to produce the desired effect, there exists immense potential to stand out in a market flooded with jejune propositions.