Brand planners at agencies have two jobs. One job is to assist with new business strategy where they mine insights that make it easier for consumers to like, want and buy a brand. The other type of brand planner runs day-to-day tactical business. These are the day-planners.
Once the master strategy is in place, it is the day-planners job to facilitate creation of marketing stuff. Day-planners crunch data, write briefs and ultimately foster the creative work that carries the revenue metrics. The day planner’s first job should be to support the master brand strategy. They are, however, often more beholden to the tactical or slave strategy (than the master).
What’s The Idea?, focuses mostly on the master brand strategies. The master strategy is born of an array of proofs. Some might call them truths. I think proof is more accurate. If you make a singular brand claim, what proof have you to make consumers believe it? In master strategy planning, when enough proofs are identified during discovery they begin to take shape. That shape reverse engineers a claim. That’s master brand strategy (one claim, three proof planks).
With the claim and proof array intact day-planners are looking creating “new proof” or repackaged old proofs to spark the creative work. Both types of planning jobs are important. But without a good master the slave strategy will have no legs.