When you are stuck with a marketing problem, one of the best ways to “think outside the box”, is to put yourself in a different box altogether.

To do this, a method I find useful is to ask yourself “if the best marketers in the world had the same problem, how would they approach it?”

For as long as anyone cares to remember, the marketing industry has been divided by lines, namely: above the line; below the line; and more recently online.

But as technology continues to advance, those mediums that we had once accepted as mass, or above the line, are changing, and fast.

Basically, all forms of media are becoming direct and the line doesn’t exist any more…