Planning with a point of view: From Nike to Burger King

Kate Smither

As consumers look toward brands to lead cultural conversations and launch campaigns with a strong point of view, planners need to adapt their perspective accordingly.

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...

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