How not to Plan: 66 ways to screw it up

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How Not to Think About Brand Choice: “Most mental processing that guides our actions is associative not logical. Consistency No Longer Matters: “One of the biggest marketing skills to master is the art of leaving well alone… Marketers fret about wear-out… Worry more about wear-in.

While writing this, though, I became slightly concerned that my teens were totally delinquent, irresponsible members of society (or at least that their mates were! The neighbours all hate us, but hey… in our experience there’s nothing like hosting a party to smooth out your teenagers’ social lives and measurably increase their happiness and wellbeing. But when innovation is smaller (new variants within an existing portfolio, new packaging, new features), you're better to do nothing. The reservation is confirmed almost immediately, and we could get on with planning the rest of the trip. The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.When it comes to your advertising, does it always matter if you have a message that is related to what you offer? If you want to go out of business fast, spend all your time and effort massaging the lower funnel with sales activation while not filling the funnel at the top. Balancing brand building and sales activation activity appropriately for the sector in which the brand operates remains a vital requirement. The How Not to Plan of 2018 is a manageably sized handbook which leaves room for your scribbles and notes and can be read as a guide or used as a constant helpful reference point. Though we can debate the merits of our current media landscape, it's hugely helpful to have access to this calibre of marketing thinkers via Twitter, Linkedin, YouTube lectures, online articles, courses and of course books.

A book leaves our collection of over seven million titles and begins a new chapter every two seconds, enabling more goods to be reused. The basic theory is that in categories where sales activation is easier, you should do more brand building (like financial, telco). Incessant retargeting with high frequency might look good on a spreadsheet, but it's annoying and can ruin your brand in the long term. Every 2 page sub-chapter is packed with so much thinking it’s helped challenge conventions for including my own.I could have spent an hour planning our “intimate time” down to the last degree—but would it have contained the joy and peace that naturally flowed that day?

The paragraph after each quote is my attempt at a brief explanation using my own thoughts and some snippets from the book. If you are an obsessive planner, try a test: tomorrow, look at your plan, and then at the end of the day see if it worked out.Marketing needs to work hard over both time horizons because both brand and activation work in synergy, each enhancing the other.