Brand planning is not just about words on a paper. Colors on a palette. Planks and buckets and values. Or even taglines…and I’m a big fan of taglines. (If you’re spending marketing dollars which don’t prove your tagline, you’re “off piste,” as I like to meme.)
Brand strategy is integral to marketing. As such, all brand planners are marketers. As marketers we need to be look beyond the dashboard. Look at what’s next. The earth is not flat.
My night job is to wake up with new product ideas. Ideas that deliver on the brand strategy (one claim, three proof planks). If in consumables, I’m dreaming about making packaging more planet friendly. I was watching a YouTube video yesterday about shampoo bars that sell sans plastic bottle and cap. Come se Genius??
The growth of innovation labs, incubators and new product teams is a big thing today. In my humble if jaded opinion, no one is better able to crack an innovation opportunity than a brand planner – the person responsible for the care and feeding of the brand claim.