我好奇故我在

這個作者有research背景，講述怎樣將廣告訊息專注？

...once more than two benefits are communicated, people begin to lose the ability to associate the brand with any specific benefit.
當有超過兩個以上的產品利益被溝通時，人們會無法記住。所以廣告要專注於一項或兩個利益點。

The trick is to find the ones that lead to relevant differentiation and brand insistence.
重點不是講很多，而是挑一個可以塑造出品牌差異點，以及品牌主張。

(source: http://www.brandingstrategyinsider.com/2009/08/how-do-i-get-marketing-clients-to-focus.html)