The reason why it was such a Nightmare Before Christmas is simple — Jack didn’t start with a brand discovery. He thought he had a great idea and barreled forward with it. And we all know how that turned out.

Analyze your audience — Don’t give a shrunken head for Christmas

Clearly, if he had done a little research, he would have known that (most) kids don’t want shrunken heads and severed limbs for Christmas.


Study the competition

While Jack DID check out the competition in Christmasland, he just didn’t get it. He made all his decisions alone. Don’t be afraid to get other’s opinions. Be a good listener and try to look at things through another lens. It’s hard to grow if you rely only on your own perspective.


What does your audience NEED?

Don’t give them what you think they need, give them what THEY think they need. Spend the time to get into their minds and answer their desires and pain points.


Be memorable in a good way

Brand building is tough. It can take years to build a brand up, and one disastrous night can tear it all down. Knowing how delicate this is, you should plan your marketing carefully — each and every time. You can take risks, but have a backup plan in place.