In the world or advertising, it is not enough to simply follow the herd. You should always ask yourself how your competitors came to have their campaigns. Did they look at their competitors and say ‘Gee, that’s a swell idea!’ and then copy from them? They may have, if your competitors are at the bottom of the pile. However, have you ever thought to look up to the God’s and ask ‘How do I know what people want?’. If you have asked this question, then you are deserving of taking your place higher up the ranks.