I was watching a couple of guys doing some residential construction recently and notice one was predrilling holes through a two by four while the second guy followed, drilling a longer hole through the wood into some concrete. One hole, two men, two drills.
It seemed like a duplication of effort that may have been corrected with one heavier duty, all-purpose drill. It made me wonder about tools and the construction industry. And how many labor hours are lost to improper tools. This is not just a construction problem but an American work problem.
So it goes with brand planning too.
Are brand planners using the right tools to get to master brand strategy? Are they being efficient? Is the work product accurate? And when I say accurate I mean, does it truly predispose consumers to purchase?
All brand planners have tools. They have terms for their tools. They have processes. And presentation flowcharts. And briefs. But are they the right tools? Are they meaningful?
Before you hire a brand planner, ask to see and have then discuss their tools. Have them take you through their process. Understand the logic of the tools. Don’t just assume the tools are effective.
One of may favorite interview questions, used to evaluate new hires, is “Tell me about some processes and practices you came up with at your last job to make things work better.” Tools. Tools build brands.
Too see some brand planning tools uses at What’s The Idea?, write Steve@WhatsTheIdea.com