I like it, but my neighbor doesn't.

That statement could be the death sentence for some great advertising that is well-researched, on-strategy, and creatively executed... advertising that would get results. But remember, the neighbor isn't the target for the campaign. Nor is he aware of the competitive environment, industry trends, communication objectives, or creative rationale. He knows how to fix your lawnmower, not your marketing.

So how do you know if a name, logo, or ad campaign is any good? Carefully design a research process to measure the target customer's response. If done well (and only if done well) research can be an extremely effective tool to supplement our judgment. It takes a little more time and requires an extra investment, but this is money well spent if the risk of failure is high.

But what if time and budget simply don't allow for a formal research evaluation? This is when planning and expertise matter most. Evaluate the work using marketing objectives and strategies as criteria.

• You want to look more innovative? Then select the logo option that projects the highest level of innovation.

• You want to stand out from the crowd? Then pick the name that differentiates you the most.

• You want your ads to strengthen your brand? Then identify which execution will engage the target and reinforce brand attributes.

Sure, there is some subjectivity to this process. By assessing the creative options based on goals, you're more likely to select the one that will best achieve the desired results. And less likely to care what the neighbor thinks.