Sign in
  • Home
  • Contact
  • About
  • Process & Pricing
Sign in
Welcome!Log into your account
Forgot your password?
Password recovery
Recover your password
Search
Sign in
Welcome! Log into your account
Forgot your password? Get help
Password recovery
Recover your password
A password will be e-mailed to you.
Brand Strategy. Steve Poppe, Founder.
  • Home
  • Contact
  • About
  • Process & Pricing

A Specific Brand Planning Polemic.

By
Steve Poppe
-
November 23, 2016
802
0

My earlier post about brand polemics has me thinking about ways in which my framework is different from most.  Having not studied directly under any of the British planning mafia or working at any length in a planning department, I’ve had to home school myself. Sure, I’ve met with accomplished planners, studying their careers and outputs, and also read numerous Account Planning Group and Effie Awards cases, but much of my framework can’t be found in a book.

One key driver of my practice, borrowed from time as marketing director at an educational technology company, has to do with pedagogy — the science of teaching. During my time at Teq (the education company) I learned the difference between teaching and learning. Learning is the goal or objective, teaching the strategy or process. Many students are taught but do not learn.

In brand planning (and marketing, for that matter) success is more tied to learning than teaching. Learning influences behavior. Teaching doesn’t always. Poor teaching, or poor selling, can actually have a negative effect.    

By focusing more on learning than teaching you have a major leg up.

Peace.                                                    

 

 

 

 

Share on FacebookShare on TwitterShare on Linkedin
  • TAGS
  • account planning group
  • Brand polemics
  • brand strategy framework
  • branding polemics
  • british planning mafia
  • effies awards
  • teaching and learning
  • teq
  • whats the idea
  • whatstheidea
Previous articleBranding Polemics.
Next article4 Types of Brand Planner.
Steve Poppe

RELATED ARTICLESMORE FROM AUTHOR

Marketing

You Don’t Know What You Don’t Know.

Brand Strategy

I Am the Brand Strategy.

Marketing

Things We Remember.

Recent Posts

  • Nowhere Land.
  • You Don’t Know What You Don’t Know.
  • Client Direction. No Thanks.
  • Where The Real Money Is in Branding.
  • Testing and Brand Strategy
  • Boil Down.
  • Oppo Culture.
  • Brand Claim and the Boil Down.
  • We Are Brand Builders Not Gallerists
  • I Am the Brand Strategy.
  • Does Not Impute.
  • A Marketing Conundrum.

Archives

Categories

  • 3 Ps
  • Account Planning
  • Advertising
  • advertising technology
  • anthropology
  • Apple
  • artificial intelligence
  • authenticity
  • automobile marketing
  • B2B marketing
  • Bank Marketing
  • Behavioral targeting
  • benefit shoveling
  • Beverage marketing
  • beyond the dashboard
  • beyond the dashboard planning
  • Big Data in Marketing
  • binary brand strategy
  • boil down
  • boilerplate
  • brand agenda
  • brand bank
  • brand brief
  • Brand builders
  • brand building
  • brand claim
  • brand craft
  • Brand Design
  • brand discovery
  • Brand Engineering
  • brand experience
  • brand idea
  • brand journalism
  • brand love
  • Brand Management
  • Brand Names
  • brand persuasion
  • brand planks
  • Brand Planning
  • brand planning insights
  • brand planning tips
  • Brand Planning Tools
  • brand prepping
  • brand research
  • brand science
  • Brand Strategy
  • brand strategy adherence
  • brand strategy compliance
  • brand strategy consultancy
  • Brand strategy definition
  • brand strategy discovery
  • brand strategy effectiveness
  • brand strategy examples
  • brand strategy framework
  • brand strategy hacks
  • brand strategy tarot cards
  • brand strategy tips
  • brand strategy tools
  • brand syllabus
  • brand transformation
  • Brand value
  • brand-babble
  • branding
  • Brands
  • Business development
  • Business Planning
  • business strategy
  • care-abouts and goood-ats
  • claim and proof
  • claim and proof array
  • CMO Tenure
  • coca-cola brand strategy
  • Coke marketing
  • cold calling
  • Communications
  • Communications Planning
  • consumer care-abouts and brand good-ats
  • consumer insights
  • Content Creation
  • Content Marketing
  • content strategy
  • context in brand planning
  • copywriting
  • craft ecomony
  • creating bias in branding
  • Creative briefs
  • creativity
  • crm
  • Customer care
  • Deeds
  • DEI
  • Design
  • digital advertising
  • Digital Marketing
  • Digital Measurement
  • Digital media
  • Digital promotion
  • Digital Publishing
  • Digital Strategy
  • ecommerce
  • education
  • endemic benefits
  • Engagement
  • engagement planning
  • engineering preference
  • examples of great brand strategy
  • Experiential marketing
  • experiential research
  • Facebook Marketing
  • Fast Food Marketing
  • Fast Twitch Media
  • Featured Articles
  • Financial advertising
  • free day of planning
  • fruit cocktail effect
  • future fridays
  • future of work
  • Game Marketing
  • good-ats and care-abouts
  • Google
  • Green tech marketing
  • health care branding
  • healthcare branding
  • Healthcare Marketing
  • Idea Audit
  • Image Advertising
  • Innovation
  • insights
  • Integrated marketing
  • Integration
  • Intentional marketing
  • Internet of things
  • Is-Does
  • Leadership
  • logos
  • Loyalty marketing
  • market research
  • Marketing
  • marketing analytics
  • Marketing during corona virus
  • Marketing hacks
  • marketing plan
  • marketing predictions
  • Marketing Strategy
  • marketing tactics
  • marketing trend
  • master brand
  • master brand strategy
  • memes
  • messaging
  • Microsoft
  • Mobile Marketing
  • modeling marketing
  • Monetizing social media
  • naming
  • Negative Branding
  • networking
  • New product launch
  • Newspaper
  • one claim three proof planks
  • organizing principle for product experience and messaging
  • paper brand strategy
  • Pent-up demand
  • Performance marketing
  • personal branding
  • planner's prayer
  • poetry in planning
  • political branding
  • posters vs. pasters
  • pr
  • Pregnant context
  • presentations
  • Privacy
  • Product design
  • Promotion
  • proof
  • proof planks
  • purpose driven brands
  • QR Code
  • rebranding
  • Recruitment
  • remediation economy
  • reputation management
  • research hacks
  • restaurant branding
  • retail advertising
  • retail branding
  • Retail Marketing
  • Return on strategy
  • Sales Strategy
  • Sales training
  • Sampling
  • Search
  • search engine hacks
  • segmentation
  • SEO
  • service company brand strategy
  • Social Marketing
  • Social Media
  • Social Media
  • Social networking
  • Sports marketing
  • startup marketing
  • steve@whatstheidea.com
  • Storytelling
  • Strategic Planning
  • tactics-palooza
  • taglines
  • targeting
  • Technology Marketing
  • testing
  • Transmedia
  • Trends
  • Twitch Point Planning
  • twitter
  • User Experience
  • Video advertising
  • Wearable technology
  • web strategy
  • Website marketing
  • Yahoo
June 2023
M T W T F S S
« May    
 1234
567891011
12131415161718
19202122232425
2627282930  
© Newsmag WordPress Theme by TagDiv
MORE STORIES

Archaeology and Brand Planning.

Steve Poppe - June 20, 2013
0
I wrote a brand plan for a friend who owns a commercial maintenance company. He came to me for some help redoing his website,...