Thanks for the feedback on our most recent Yellow Paper - Brand Consistency Redefined.

I have learned it has been distributed to the marketing group at a global quick service restaurant and a leading MBA program has asked permission to make it part of their required reading. This makes us want to write and share more! A few topics we are contemplating include: DDB's View of the Role of the Chief Marketing Officer; Effective Brand Positioning in a Time of Channel Explosion; Real Difference - Testing, Owning and Communicating Brand Claims, and How Brands Help to Recruit and Retain the Best Talent. Tell us if any of these topics appeal or if you have other subjects that should be explored. What is keeping you up at night (in business communications)?

Posted on November 5, 2007 9:10 PM | Permalink | Comments (7)

I was recently asked for a marketing plan template.

Now these do exist as my hard drive will attest to, however, the idea of templatting a marketing plan still bugs me. The essence of marketing is to set one's self apart - so to then use a template employed by others seems ironic or worse. This request by a well intentioned colleague (who had to listen to my rant) initiated a discussion around plans and planning. The discussion included:

- the loss of differentiation in templates
- the questionable value in ever changing plans
- obscuring fundamental questions with copious detail
- losing insights in data
- time and effort in planning versus doing

My definition of a plan is a unique, appropriately detailed and artfully articulate communication of one's intent to accomplish something. Unfortunately, the word "plan" now conjures up images of door stopping, boring, and fill-in-the-blanks documents. Corporations, businesses, departments, brand managers - have lost sight of the fact that a plan is a call to arms, a compelling communication, and a path that calls for progress not perfection. I am an advocate of plans and planning - I am sufficiently anal that way. However, a plan (and especially a marketing plan) must be an incitement not solely text on paper. Your thoughts?

Posted on November 26, 2007 5:26 PM | Permalink | Comments (10)