People take in information differently than ever. Our minds are full of information, full of brands that want in. We need solutions to problems, on demand. We don't need more brand attributes to memorize. But what do brands do? They try to use 100-year-old brands as examples of how to reach us today. Branding today, takes a today mindset.
Strategy should be the beating heart of an ad agency or marketing team. So much pumps through the team that there's little time for training. Plus, people on the inside have been making it overly complicated for years. For those trying to break into strategy or improve at the craft, (and it is a craft) there's no way to learn - besides getting thrown in the fire or on piddly starter assignments.Finally, someone has put together a comprehensive set of tools for planners and strategists that won't bore you to sleep. Adam Pierno mixes tried and true tools, real-world examples and compelling insights to make this text book something more.