Stop helping brands to talk, and help them do.
All the technologies, platforms, messages and all bla bla bla bla, have made the consumer ignore the majorities of brands.
How to plan a message if this message is more a real-time conversation? Less conversation, more experiences.
The next challenge: your brand needs to be a revolutionary product purpose or you need to wrap your product with a incredible experience.
1. Conceptual planners: They believe in concepts like ideas and essences. When they look at consumers, they value universal, deep, motivational insights above descriptions of behavior.
2. Practical planners: They believe in dynamic, tangible things like plans and activities. When they look at consumers, they value behavioral fact over abstract psychological fluff. They believe that what people do and where they are should lead investment and by extension, marketing thinking.