One day last week the motorways were impassable, so I took the train. It went through loads of places I've never been to and probably never will, just like most marketing teams and boardmembers. It reminded me that a planner's job isn't just to make brands relevant to people, it's also about bringing the opinions and lives of real people into boardrooms.
I got talking to one of our creatives about this. He told me about a new homes client that was convinced people loved his houses. They got him to watch consumers rip his enthusiasm to pieces in a focus group and he transformed his business.
On the other hand sometimes it's simple. My gym is next to a nightclub called 'Evolution' (three for two for Turboshandies on a Wendesday - you get the picture). I saw this 
poster outside. Why complicate things further?
Comments