Though I am of the belief that political strategists have a lot to learn from brand planners, I do acknowledge borrowing some tools from politics; for instance, the nomenclature for my “brand plank” framework comes from the political arena. Reading a political story yesterday, in which the word “agenda” came up, I immediately wondered how to use brand agenda in my practice. Clearly a plan needs an agenda. A strategy needs an agenda. But admittedly, an agenda is for a strategist not a consumer. So let’s think this through.
The brand planners adheres to an agenda.
The brand managers adheres to the planks.
And consumers? Consumers adhere to the (brand) idea.
As I think about incorporating a brand agenda into my process, where does it fit?
Does it sit at the beginning of the brief along with Brand Position and Brand Objective? Should it come in at the end after the idea is born. After the planks are scribed and the target parsed?
And what should a brand agenda look like? Is it single-minded? Longer form? Short and pithy?
Let me sleep on it, but I think it should be the last thing on the brief. And in answer to what it should look like, I’m leaning toward “yes, yes and yes, yes.”)