Channel Planning Choices

Brand Value as Brand's Contribution to People's Lives

Questions_3

Which question are we answering right now and is it the right one?

Change Behavior, not Attitudes!

This is not necessarily my strict opinion, I just really like what (& how) Ad Contrarian writes.

Questions_2

What if the 'safest' assumptions our views are based on were wrong?

The Big IdeaL

The big ideaL: Ogilvy's framework for giving brands a purpose

View more presentations from Ogilvy & Mather

Culture vs Brand. No, it's not wrong, just megalomanic & not actionable.

Source: 22squared.com via Kirill on Pinterest

Questions_1

If brands were answers to questions, which question would that be for your brand?

Neuroscience and channel planning

Does this sound like an intriguing title? I must disappoint you. It's not even about channel planning, really.

All I have to offer is a cynical analogy:

"Channels" type of thinking is to great ideas what neuroscience is to psychology. A futile attempt to reduce landscapes to maps and mind to matter.

49 archetypes of fascinating personalities - according to 'Fascinate'

Another version of the CPB Brief Form

Source: theplanninglab.typepad.com via Kirill on Pinterest

Framing the problem

(from Jon Steel's "Perfect Pitch")

Online is about reach as well (?)

found on think with google!
http://www.thinkwithgoogle.com/quarterly/speed/branding-in-mind.html

Corporate Strategy Styles from BCG

The 3 Dimensions:

Unpredictability: Can we predict the state of "our world" in the future?

Malleability: Can we ourselves influence how our world will be in the future?

Harshness: How hard will change hit us?

read BCG's explanations here

I like Repertory Grid