Ad Age: Go to War Against Wasted Marketing Spending

Short summary of AdAge.com article with subtitle "What Marines Can Teach CMOs About Success Under Fire" 

Make sure your messaging briefs are standardized and contain these essential elements:

1. A clear definition of the target audience that is focused enough to establish common interests
2. A clear statement of the audience's current mental and emotional perceptions of your brand, the context in which they will make purchase decisions, and the competitive set.
3. A short statement of the "desired" perceptual state -- one that is reasonable given your budget. What do you want the audience to think and feel after you communicate with them?
4. A clear list of the minimum points you must communicate in order to achieve your goal. If it doesn't persuade, don't say it!