After extensive concept and new product work with this client we were retained to run a disaster check on their product brochure. Although it had been thoughtfully and creatively designed leveraging all past learnings the brochure failed. Customers failed to understand the product, not seeing it as unique or desirable. We dissected what was perceived and confirmed that the intended messages were impactful. We collaborated with the advertising agency and the client in between focus groups in different cities on new copy until we got it right. In the process we learned invaluable lessons regarding the competition between clarity and brevity in communications.