One of my brand planning peeves is what I call rear-view mirror planning. Basically rear-view mirror planners discovery process is all about what’s happened in the past – what’s behind the brand. To take the metaphor further, there are also side-view mirror planners. Side-view planners care about what’s going on now. Which competitors are gaining? What brands, trends, and attitudes have traction today? But real genius in planning is predicting the future. Creating the future. Sound cocky? Yep.
Fashion designers live with this every day, as do artists, and in advertising so do the really great creative people. It requires sticking your neck out. But it’s the fastest way to success. Watch where you are going.