We constantly ask ourselves at MCS on any given project or campaign: what is the story we're trying to tell and who are we going to tell it to? That is the essence of advertising. It's the external communication between your company and the customer. Asking the question helps determine the demographic you are after and how to speak to that particular audience.

Good marketing however doesn't begin at the agency, it should happen early on and inside your company walls. Long before you are ready to advertise your product or service — you need to decide exactly what that product is, what makes it special, how it fills a need and how much it will cost. Develop a storyline and the advertising should fall into place and get much more result.

In a recent AdAge post, (pdf) marketing stategist Al Ries, illustrates how just getting back to common sense would improve the restructuring work that General Motors is doing under the guidance of Bob Lutz.

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