In a discussion between Rick Boyko and Sarah Watson on the film about Sir John Hegarty I posted about this week it was said that brand planners like to “live on the edge of newness.” Not only could I not agree more, I have to say it’s really what sets good planner planners apart.
Newness is what we all strive for. Even with a simple concept, wrapping it in new language, context, and culture is a key to breaking through and being remembered.
I like to talk about rearview mirror planners, sideview mirror planners, and dashboard planners. All are worthy. But I think the craft is at its best when we play beyond the dashboard. Seeing what we can’t see yet. That’s living on the edge of newness. Peering over the edge. Planning for what’s beyond.
In my brand strategy framework (one claim, three proof planks), I like claims that have some familiarity yet utter newness.
Battle, Bartle, Hegarty (BBH), Sir John’s old shop, is at its best when working on edge of newness.