Campaign strategies are some of the most brilliant documents you will come across. However, the best ones must have two key elements – first, an action plan for implementing the strategy; and second, flexibility to update the strategy over time...

As tempting as it may be to market your product or service to every person in every demographic, this strategy might do more harm than good. You risk over-generalising your advertising, so that it applies broadly to everyone, but doesn’t strongly appeal to any group in particular...