I’ve been watching a number of the Google Hangouts sponsored by the Planning Salon (my peeps) and find them all quite interesting. There seems to be a lot of career churn in brand planning as evidenced by the fact that a number of the planners interviewed now have new jobs. Another trend is that smart planners tend to be moving client-side.
Why is that you say? “An insight is worth a thousand ads.”
Campaigns come and go…a powerful brand strategy is indelible is my business mantra. And I love campaigns. But the fact is, campaigns are often creative envelopes for strategy — and can become more important than the strategy. (At least to agencies.) And where do brand strategies comes from? Insights.
I think it’s a little ironic that in my brand planning battery of questions for senior executives the word “insight” does not appear once. I’ma (sic) have to change that.
If money is the root of all evil, the proper mining and use of insights is the nirvana of marketing. (Where were you when Kurt died? I was a Midas Muffler.) Insights are da monies.
Peace in the Ukraine.
