About this episode
The positioning gurus get to the point immediately on this episode of Brand Shorthand, that being a commentary on Roy Williams' Monday Morning Memo, "Why Most Ads Don't Work." It's a brief, but brilliant commentary on the advertising industry. Williams' point is that most ads are written "not to offend." Mark and Lorraine spend the episode walking through Williams' four mistakes most ads suffer and in the end, why most ads fail to create a customer. Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.