“Insight” might be the most used word in the lexicon of the brand planner. If art directors and writers work in “creative,” planners practice the craft of insights. We may write briefs, manifestos and decks – but insights are the brand planner’s money shot.
I recently came across a chart outlining nine type of insights: consumer, cultural, future, product, brand, market, purchase, usage, and owner. To this I immediately thought of 3 others: jealously, success and re-use (and that without giving it much thought). So it’s safe to say insight work is rich. But here’s the thing, the best strategies are singular. Planners play in all of the listed insight areas, then chose one. One. The one at the nexus of what consumers want most and what the brand does best. The insight must “feel” organic, not forced. It must provide massive stimulus to the creative department (the makers of the messages, deeds and experiences). Because remember, an insight is not an ad. It’s not even a brief. It’s bedrock for the idea.
Really good planners wade through insights, be they 9, 12 or more, and land on one. Then they milk it until it flows free, clean and rich with protein. It is then turned into a strategic idea (claim) and proof array, before being handed off to the makers, business owners and the managers.
Remember, campaigns come and go, a powerful brand idea is indelible. And insight powered.