I came to a conclusion the other day while at the Griffin Farley Beautiful Minds competition in NYC. I decided my definition of brand planner is different from most other’s. Most feel a brand planner is a person who does strategy for individual projects, understanding the brand strategy and writing briefs for particular tactical projects. In a brand’s life there is one brand strategy yet scads of individual executions or communications supporting it. These executions give brand planners constant day jobs. My definition of a brand planner, however, is a macro definition. In my world, you write the brand strategy once and you are done. One tight brand strategy (1 claim, 3 proof planks) sets the “organizing principle” for life. The creative and the tactics then become ongoing expressions of the brand strategy.
I’m not talking about building Levittown here. There can and must be a crazy amount of creative inflections throughout, but the goal is to sell more stuff, to more, people more times at higher prices (thanks Sergio Zyman) using “a single claim and proof array.”
There is no doubt that the industry’s definition of brand planning – the ongoing supervision of a brand idea – is a solid one. The marketing and ad worlds are better places with planners around. But at What’s the Idea?, my vision is to teach marketers and creatives to fish. Using one amazing hook.