Published: 28 October 2015
Analyst(s): Marketing Research Team
Two quick and simple tests ensure marcomm campaign ideas are bold enough to break through to consumers but safe enough to avoid backlash. Is It Disruptive Enough? Use a simple checklist that tests if ideas pass the minimum threshold of edginess for breakthrough. Are We Avoiding Unnecessary Risks? Go through prioritized checks to safeguard against concept failure, but avoid over-engineering execution.
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