Aspire. Don’t Dispire.


As a group, I think brand planners are pretty good at delving into feelings and psyches. Reading people. Especially excitements, highs, lows and anxieties.

The best of our questions when doing brand planning interviews hit personal hot buttons. Not just likes and dislikes but prides and prejudices, favorites and heroes. I personally like to inject my excitement into an interview to trigger others’ enjoyments.  Downer or negative interviews are the wrong footing for good brand planning. We aspire, we don’t dispire (new word). Brand planners do best when shining light.

Brand strategy done right creates muscle memory around positive attitudes. Attitudes that create brand predisposition.  That’s my secret.  Don’t pass it on.  Hee hee.