Stop chasing a new flashy campaign every quarter. ㅤ It feels productive, but it rarely is. ㅤ Most brands launch one, feel let down by the results, then launch another. ㅤ And they never figure out why none of them land. ㅤ The problem isn't the creative. It's that nobody answered the basic questions first. ㅤ I ask automotive brands four: ㅤ 1. What do I need this campaign to do for my business? ㅤ 2. Who needs to see it for that to happen? ㅤ 3. Why would that person want to help me get there? ㅤ 4. How can that person help me get there? ㅤ Skip these and you're the guy who walks onto a dealership lot and says "I want a new car." ㅤ Then when the salesman asks why, you say "mine's just old." ㅤ Okay. Then pick any car on the lot. They're all new. ㅤ You don't have a real goal. Just a vague desire and a budget. ㅤ That's how brands end up with ads that look fine and do nothing. ㅤ We start with the four questions. Always. Only then do we ask the fun stuff. ㅤ What ads belong in this campaign? ㅤ Do w...