Brand Planning

Strategic planning is now an integral part of every campaign development. Over the years, this field has become highly differentiated. There is a plethora of planning approaches, tools, and canvases for everything, which can easily overwhelm aspiring strategists. This book aims to bring order to the increasingly complex landscape and sharpen the focus on what is essential: the planning process, key milestones, models, and the fundamental principles of brand planning, aligning the planning process with objectives, consistently focusing on customers and insights, and concentrating on a strong, unique positioning and idea. Recognized experts introduce the central concepts, methodologies, and areas of action. Through best practices, proven strategies and tools, as well as current trends and challenges, are highlighted.