Mutually inclusive
Tom WoodnuttTom Woodnutt Ltd
Planning 3.0: The feeling is mutual
The future is about Mutuality Planning, focusing on the value brands and consumers can give to each other through a strategy of co-operation, openness and reward
Over 30 years ago, Charles Channon defined planning as a combination of evaluating insights, developing communications objectives and making them inspiring and meaningful ('The problem of planning' Admap, December 1978). While the definition may still be relevant the context has fundamentally changed. Planning needs a new ethos: 'mutuality'.
In the natural world, 'mutuality' is defined as 'the condition or...