The real art of brand planning is in knowing what not to say. When brand planning, I use something called the 24 Questions to help find the money. Once the money is found, job two is how to position. For this a number of hunting and gathering techniques are used; tools that are now vastly improved thanks to the Web. Information is amassed about the product, the competition, corporate leadership, the market, and current buying culture. Then future buying culture is projected, based upon trends. Only then, does the “boil down” process begin.
The boil down is the point at which things are prioritized and edited. Evaporation occurs over time until only a powerful branding idea is left. By itself, the idea may come off as mundane. But when presented to executive management along with the boil down logic, that’s when the magic occurs. Marketing executives love logic and strive for simplicity, but are often too close to make it happen. A powerful brand strategy can set marketers free, but it is the logic of the boil down that sells it. Peace!