Currently the question related to the management of a brand, product or service is not: how can the brand problem be solved through marketing or advertising? But how can I communicate the characteristics, benefits and satisfactions that a brand provides the consumer ?.
I consider that whatever method we use to get the message to the consumer, without underestimating the strategy used, and for communication to be effective, we must first analyze in detail the elements we have and then specify them in a single concept through of the plannig. Since it is essential to look for a novel and avant-garde idea that allows us to transmit the essence of the brand, positioning itself immediately in the mind of the consumer.
The essence of this hard work lies in the need to understand the consumer, the client and the brand with a single objective, to discover a powerful insight that allows us to create an exact, understandable and effective communication plan, whose impact is efficient and lasting., that exploits the images, feelings and needs of the market.
It is this, the task of a planner who also has the task of guiding or facilitating this process through a creative and intelligent application of his knowledge about the market and the consumer, thus forming a link that unites the knowledge of the brand, the company and audience.
The planner must carry out the communication plan with the knowledge of how the clients consume the idea and make a double appropriation of the message; perfectly understanding the role and effectiveness of each medium, by audience, objective and category; as well as knowing how and when each of the means should be used to achieve the goals of the brand or client.
The planner has to think of a concept or an idea that interprets what the client wants and what the consumer is looking for to turn it into the brief that he will provide to his colleagues, a fact that makes him actively participate in each phase of the creative process as a whole with the account manager and the creative. Becoming a bridge between the client, the consumer and the creative.
In short, planning or also known as planning account is a discipline whose purpose is to involve the consumer in the process and creative strategy, to carry out effective communication that meets customer expectations. Where the task is to carry out research on what consumers are looking for, design a strategy and planning that helps creatives in their work to meet the expectations of consumers with fresh and innovative ideas that guarantee the success of a brand.
