For planners, thinking about the product, the positioning and the price is no longer enough. As the world swirls around new cultures, new issues and new media forms to carry conversations, the modern planner needs to think first like a citizen then like a consumer. It’s the difference between understanding how your brand lives in the world and what your product can and does do.
That means bringing the wider view of the world to planning - not just specialising but being a ‘specialist-generalist’ - and embracing the fact that as a human being, you are now looking to brands...