If you’ve ever been involved with briefing a creative person for your marketing efforts, you might find yourself wondering if you are speaking the same language, or if one of you has suddenly started spouting Elvish. Here are a few tips that will help you end up with the result you want, without anyone (you or the designer) having a nervous breakdown.
Many businesses choose to cut back on marketing spend during a recession as a quick measure to save money. Given that most marketing initiatives take time to show a tangible return on investment this knee-jerk reaction can be partly forgiven. However, this is a very short-term view and smart businesses know that effective marketing is the key to business success and that it must be sustained during both good and bad economic times.