Most businesses do a number of things – multiple products, services and markets. So you want toseedling make sure you are talking about as much of this as possible in your marketing communications so as many people as possible know as much about you as possible ... right?

Well there is a problem with this. In terms of advertising we are taught to have a ‘single minded proposition’ to be specific about what the campaign should achieve and the specific message it is communicating.

This ‘clash’ of principles is one of the most common I come across, especially for SME businesses. They want their marketing budget to stretch as far as possible so they try and make every activity have as broad appeal as possible. The result, all too often is bland, confusion and lacking impact.