It is movie awards time again. The Golden Globes just finished up and got me thinking about roles and responsibilities. How can a director win, yet the movie or an actor not? If it is so well directed, why isn’t the movie a winner?
Since metaphors are a part of the brand planner’s tool kit, I asked myself to project the brand planner’s role in marketing, using the movie business as an analog. Actors are the tacticians I guess, playing roles consumers experience. Set designers and costume people are production people and grips. The producers of the film are the marketing executives. Script writers deliver copy. That must leave brand planners as directors.
You never see the director in the work, you just see the work. A movie director is in charge of flow, performance quality, story and emotional resonance. And certainly more. It may be the most important job in movie making, yet also the least appreciated. Me thinks that’s the case with brand planning. Behind the camera, behind the scenes. Movie first, product first. Works for me. Any better thoughts?