At the first advertising agency I worked, there was “Kwik Print” across the street.
Paul was great. He could “drop everything” to get your flyer, brochure or stationery done. However, above the offset printing press there was this sign.
I thought it was brilliant because it efficiently sums up 99.99% of marketing decisions.
1. If you want it fast, it’s going to cost more.
2. If you’re running out of time, it probably won’t be real good (though sometimes, I’ve gotten lucky)
3. If you want it good, on time and within budget, it isn’t going to be fast.
The takeaway? Branding is better when it is well thought-out, planned and budgeted.