How not to Plan: 66 ways to screw it up

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Focus on 'imaginative repetition' by using originality to reinforce existing assets rather than throwing the baby out with the bathwater. 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. The trouble is that focus groups are increasingly interpreted by clients at ‘System 2’ level: the realm of the verbal, logical and post-rationalized.

What we get instead is a lot of plugging of their own work, and why it’s better than anything else out there. Spending in media that reaches lots of people using high quality creative delivers a 'signalling effect' that shows the value of the brand and engenders trust. His blog, MNDFL, is about valuing what's important through keeping things simple and cultivating peace through living in the now.

Use media) with the casual insouciance of someone who looks at strategy first and then makes choices. A brilliant reminder that real people are illogical and contradictory, and certainly don’t care much about ads. So in the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process. I will never forget the tale of when a dad arrived to collect his daughter and rang the front doorbell just as somebody opened a first-floor window and vomited onto his head.

The reality though is that the average current balance of campaigns for online brands is 56% brand building to 44% sales activation. The author has illustrated the points in a simple non- marketing way - devoid from jargons and heavy loaded words. Reach No Longer Matters: “A common view these days [is that] communications are more targeted, interactive, and engaging—so reach no longer matters… Unfortunately, it’s bollocks… Keep frequency under control as you build reach.In 2002, World of Books Group was founded on an ethos to do good, protect the planet and support charities by enabling more goods to be reused. I didn’t realise it was about advertising and am as far from the book’s target audience as you can get.

Since then we’ve had several more with only a few very minor incidents like someone sitting on and breaking my marble chopping board (? And that’s the point: if we continue having these conversations, we get to the more interesting nuances of how strategy and planning actually add value and deliver results for clients. 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. How Not to Use Focus Groups: “Expertly practiced groups can give us a uniquely sensitive understanding of people’s relationships with brands and communication. Samozrejme, treba citat kriticky, s otvorenou myslou a ocistit si informacie tak, aby boli relevantne v nasom kontexte.Encourage clients to invest in them over the long term… Advertising influences people as a weak force, not a strong one.