Stop Advertising.

It's time to stop advertising.

You’re not hearing that a lot today. Most communications firms are telling you to increase your market spend. More ads. More direct mail. Take advantage of your competition. Take advantage of a “down” economy.

Stop.

Instead, take a breath. Take stock, and then take a serious look at how you’re spending those “precious” marketing dollars.

Now, start again. Clear away confusion. Combine efforts for efficiencies. Eliminate the waste. Coordinate the messaging. Re-evaluate your target markets. Find the essence of your brand, draw upon its strengths, refine your differentiation and build the value.

It's really all about brand anyway. Build that value and your growth will come. So stop to start.