Per Seth's Marketing Pothole #2 - marketing effectively require deciding what NOT to do versus what TO do. There is never a shortage of ideas. Actually, when you have good people, this is the biggest problem you have - too many ideas and not enough money or time to do them all. That is why you must create a simple framework and stick to it. Some things seem "good" due to huge PR cache. Some ideas seem "good" due to huge net present value. Some ideas are "great" due to both. Start with those. Then go to NPV only. If something has huge "buzz" value, then it better drive new purchases - and thus have a big NPV. If it has big "buzz" and no NPV...RUN Forest RUN!