Thanks to David Bernstein for mentioning us as ‘protagonists of MNP’ (DW 23 January). To clear one thing up though – we don’t offer ‘media neutral planning’ – too much jargon. We do brand ideas.
To get them, we first do ‘brand planning’: for example, we analyse in depth the potential of the brand itself, and its relationship with its users – good strategic practice.
A ‘brand idea’, by definition, is bigger than its individual media-based expressions. It used to be called a ‘Big Idea’, and we are finding that in this media-fragmented world the need is bigger than ever before.
This does not preclude good advertising or design ideas coming from the central idea, it actually encourages it – and it ensures some coherence across media.
The idea is the creative solution. Brand planning is asking the right questions – of the brand, not its media. It’s a means to an end.
It may be 30 years since Bernstein’s group The Creative Business was founded to address these issues, but the need now is greater than ever before.