An insider's guide to stress-free brand planning
Brand planning is important. But there are highs and lows as well as different angles. Based on interviews with CMOs, this article outlines a guide to 'best practice' brand planning, recognising the reality is not always the same as the theory
Some marketers say brand planning is the most important thing they do. It is critically important both for the business and personally, because they're committing to outcomes and will be held accountable for the results. It can be exciting, stimulating, even fun – but it's also time-consuming,...