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.