When evaluating the potential effectiveness of different campaign ideas, I use the following questions:

•    Does the ad clearly identify your brand?  Does it do so immediately and throughout the ad?
•    Does the ad clearly and forcefully communicate your brand’s unique promise?
•    Does the ad feature a tag line that reinforces the brand’s promise?
•    Are the ad’s tone, voice, and style true to your brand’s essence and personality?
•    Does the ad reinforce your brand’s identity?
•    Does the ad connect with the reader on an emotional level?  Does it win the reader’s heart or capture his or her imagination?
•    Is there something about the ad that makes the reader admire the brand?
•    Is your ad significantly different from that of your competitors?  Does it look and feel different from anything else featured in the same media?
•    Does the ad reinforce the positive value and values of your brand?
•    Does the ad seem truly inspired?
•    Is your ad so powerful that it has the potential to keep your competitors awake at night worrying about your brand?
•    Is the ad persuasive?
•    Could no competitor make the same claim?  If you inserted a competitor’s logo in the ad, would it make no sense or be unbelievable?
•    Does the ad lead the reader/viewer to believe that he or she will be better off in some way for having interacted with your brand?  Does it create a more favorably perceived end-state for him or her?  Does it leave a vivid picture in his or her mind?

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