Post by account_disabled on Mar 5, 2024 5:01:53 GMT -5
What is a planner? Nobody better than Antonio Monerris (Communication Strategy) to summarize it. communication sandwich «The strategic planner is responsible for channeling and guiding the communication approach. Its mission should be to ensure that creative efforts are oriented in the right direction and, on the other hand, to provide tools so that creative exploration is more effective, correctly oriented and enhanced with knowledge of the contexts in which it is going to be carried out, that is, , starting from the consumer, the brand and the competition as cardinal vectors of the work to be done. The planner is an instance of reflection, analysis, evaluation, integration and questioning within the agency. Its analysis process is somewhat more methodological and more conceptually and abstractly oriented. The creative in any of the communication fields synthesizes and explores the potential of languages to overcome barriers or to build units of persuasion and relationship with their audiences.
However, the planner seeks to illuminate the attention and focus of the creative organization and above all to ensure that the analysis and reflection of the available information translates into a clear notion of what we want, can and are going to say. In another order of things, the planner must also ensure that the client's objectives and perspectives are correctly translated, translating business Industry Email List strategies into communication strategies. Collected from an interview published on crossumer . UPDATE: If you are interested in this post about the nature and functions of a planner, you can check what its essential attributes are here.A brand is a symbolic reality in which functional, emotional and participation axes act. More and more brands aspire to generate a powerful position in the market by building a new category (or subcategory) around them. A brand category is a market reality that has a lot of symbolism: values, attributes, personality, rules of the game and meanings relevant to its audiences.
Mercedes car It is no longer enough to compete with quality or price. Some organizations are working deeply on the variable of perceptions, an approach with significant influences on the management of a brand. Al Ries and Laura Ries claim that when you dominate a brand category you achieve an extremely powerful position (and they dedicated their second immutable rule of marketing to this). The reasons for this strategy are easy to understand: the first positions in the market enjoy a lower image, more margins, a better relative position, greater preference and loyalty. This phenomenon is described in Zipf's Law (which takes its name by philologist George Kingsley Zipf), who states that in the current market the leaimes more than the tenth most used word, one hundred times more than the hundredth and, very significantly, a thousand times more than the word that occupies the thousandth position in the ranking of words.
However, the planner seeks to illuminate the attention and focus of the creative organization and above all to ensure that the analysis and reflection of the available information translates into a clear notion of what we want, can and are going to say. In another order of things, the planner must also ensure that the client's objectives and perspectives are correctly translated, translating business Industry Email List strategies into communication strategies. Collected from an interview published on crossumer . UPDATE: If you are interested in this post about the nature and functions of a planner, you can check what its essential attributes are here.A brand is a symbolic reality in which functional, emotional and participation axes act. More and more brands aspire to generate a powerful position in the market by building a new category (or subcategory) around them. A brand category is a market reality that has a lot of symbolism: values, attributes, personality, rules of the game and meanings relevant to its audiences.
Mercedes car It is no longer enough to compete with quality or price. Some organizations are working deeply on the variable of perceptions, an approach with significant influences on the management of a brand. Al Ries and Laura Ries claim that when you dominate a brand category you achieve an extremely powerful position (and they dedicated their second immutable rule of marketing to this). The reasons for this strategy are easy to understand: the first positions in the market enjoy a lower image, more margins, a better relative position, greater preference and loyalty. This phenomenon is described in Zipf's Law (which takes its name by philologist George Kingsley Zipf), who states that in the current market the leaimes more than the tenth most used word, one hundred times more than the hundredth and, very significantly, a thousand times more than the word that occupies the thousandth position in the ranking of words.