Today we dive shallowly into brand voice, quickly and painlessly parsing the difference between the occasional need for cleverness and the eternal need for being smart. Based on the tweet:

Be clever when it’s called for. Be smart even when it’s not. 

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Today we discuss why focus groups should not determine how shiny your shrimp is, nor if your work will actually be effective. Apologies in advance to anyone named Nancy. Based on the tweet:

You should always focus group creative, assuming your goal is creative that satisfies 30 people.

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Today we discuss the importance of creating an interesting, singular brand voice even if your audience is – even though it isn’t – everybody. Based on the tweet:

Even the most general mass advertising is targeted to a specific mindset. Make sure you do it on purpose.

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The Daily Beard is live and lonely. Today we discuss the importance of thinking far from the madding crowd. Based on the tweet:

When concepting, it’s best to get as many people as possible into one room. And then go somewhere else.

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The Daily Beard is live. Today we offer salient advice to CDs, clients, and anyone charged with making the work great: Consider shutting your pie hole. Based on the tweet:

Before suggesting changes, first ask, “am I making this better, or merely different?”

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Today we discuss when to fight for the work, when to grab the thesaurus, and when not to trust a wobbly-kneed warrior while working in a “Laverne & Shirley” reference. Based on the tweet:

When someone says, “I wouldn’t fall on my sword for that,” ask if they’ve fallen on a sword for anything. Ever.

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Today we cover why the person with the most theoretical power should get the least amount of actual time to review work. Based on the tweet:

Show clients you respect their decisiveness by making client approvals the shortest segment of the production schedule.

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Today we discuss how to spot a potential client whose concept of a big idea is whatever comes from his tiny brain. Based on the tweet:

Beware the small mind that demands big ideas.

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Today we discuss the pseudo-focus group blight upon creativity that is “showing it around the office.” Based on the tweet:

Consumers never show an ad around the office to decide if they should like it.

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Today we discuss the heartbreak of wasting two great ideas and one simple trick to avoiding such a fate that will leave you shook. Based on the tweet:

The only thing presenting three great ideas does is guarantee two great ideas never get produced.

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