How not to Plan: 66 ways to screw it up

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How Not to Manage Your Product Portfolio: “Most marketers wrongly believe their job is to ‘persuade’ people with compelling product messages. Sure, we should have a point of view and a single-minded proposition to work towards, but the unspoken truth of this industry is that things never go as smoothly as the strategy award papers suggest. On the face of it our industry seems to be swaying towards anti-intellectualism and vain 'thought leaders'. V podstate sa neustale vyhranuju voci marketerom, ktori (prehnane) evanjelizuju digitalny marketing.

Be aware that the book mostly focuses on traditional FMCG and retail brands so not everything applicable to tech world brands but still worth a read. Takže pokud se ke knize dostanou marketingový ředitelé, kreativní ředitelé, analytici, accounťáci a další, tak to bude jedině dobře. Some of the world’s most effective ads have no discernable message at all… Advertising can work by creating ‘System 1’ connections too… ‘Have a break, have a Kit Kat’ connects the brand to a relevant consumption moment.Use media) with the casual insouciance of someone who looks at strategy first and then makes choices. In these they set out to bust a lot of myths and nonsense that swirl around marketing and communications by using evidence-based approaches and interesting examples to make their points. The reality is TV and Facebook work best together, with the first one being awesome at emotional storytelling and the second being awesome at reinforcing that message through short-form creative. Otherwise control frequency by spreading activity across the year… Avoid repeatedly hitting the same people. I didn’t realise it was about advertising and am as far from the book’s target audience as you can get.

The new age approach suggests we drop the dying and the wounded, and join the new generation of media channels. What we get instead is a lot of plugging of their own work, and why it’s better than anything else out there. But it also talks, again with proper evidence, about the role of these emerging channels not as substitutes for traditional media, but as complements.Balancing brand building and sales activation activity appropriately for the sector in which the brand operates remains a vital requirement. They might be up there among the single most stressful nights of parenthood but it simply has to be done. When asked in a survey, people will tell you they're fully in control, but we tend to make most purchase decisions in a low involvement, system 1 manner.

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.

So you can afford to spend proportionally less on sales activation (20%), and need to spend more on brand building (80%). Yet seemingly insignificant things – music, casting, location or a telling detail in the performance – can have huge power. Co mi však kniha dala nejvíc, je to, že jsem v lecčem žil v mýtech a díky praktickým checklistům za některými články vím, na co si teď dávat pozor. Though we've been told for years that social marketing is about 'interaction', 'engagement' and 'relationships', actually social channels are valuable to marketers because they attract large audiences where you can build cheap reach.

The trouble is that focus groups are increasingly interpreted by clients at ‘System 2’ level: the realm of the verbal, logical and post-rationalized.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. Less, wider targeted and with better production value is generally far better than more, tighter targeted and 'low cost'.