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May 16, 2014


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I would add to the third-to-last paragraph, keep your feet on the ground. Remember what real people (like you) think about products, brands and advertising. Observe your own and others' behaviour.

That way, you write briefs that are grounded in reality (teenagers are more likely to pull if they spray on some deodorant like Lynx) than get sucked into the brand's solipsistic fantasy world (Lynx produces the best smelling range of deodorant in the world!).

I'd add 'Good Strategy/Bad Strategy' by Richard Rumelt to your initial list, and add in the first 3 / 4 years of Adliterate to the blogs you should read.

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